International Journal of Environmental Research and Public Health Article Consumers’ Food Safety Risk Communication on Social Media Following the Suan Tang Zi Accident: An Extended Protection Motivation Theory Perspective Ying Zhu 1, Xiaowei Wen 1,2,*, May Chu 3 , Gongliang Zhang 4 and Xuefan Liu 1 1 College of Economics & Management, South China Agricultural University, Guangzhou 510642, China;
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[email protected] Abstract: There are many hidden safety hazards in homemade food due to an absence of food preparation and storage knowledge, and this has led to many food safety incidents. The purpose of this study was to explore the influencing factors of consumers’ food risk communication behavior on social media in northeast China, using the protection motivation theory. We integrate the Suan Tang Zi food poisoning accident and the protection motivation theory to develop a conceptual model to predict food safety risk communication on social media. We conducted a questionnaire which adapted measures from the existing Likert scales. A total of 789 respondents from northeast China participated Citation: Zhu, Y.; Wen, X.; Chu, M.; in this study. We tested our hypotheses using a structural equation model. Results show that Zhang, G.; Liu, X. Consumers’ Food perceived severity, perceived vulnerability and self-efficacy have a significant influence on consumer Safety Risk Communication on Social protection motivation.