Consumers’ safety perception of food safety in china: a case of food additive Lijie Shan LIJIE SHAN1,*, DAN YANG1, LING WANG1, LINGLING XU1, XIAOLI WANG * Corresponding author Jiangnan University, Food Safety Research Base, School of Business, Wuxi, 214122, China

KEYWORDS: consumer; food safety; perception; food additives; China

ABSTRACT: China has the biggest consumer market in the world. In the background of declining of public trust in food safety, it is important to know more about Chinese consumers. In this study, consumer purchasing patterns and safety perceptions of food additives were identified via survey questionnaire. A total of 218 consumers living in Jiangsu, China participated. The results showed that the most frequently purchased processed foods were in the order of bean products, dairy products, snacks, ready-to-eat (RTE) foods and processed meat. The vast majority of the respondents purchased processed foods in superstores The respondents were very concerned about food safety. 71.1% consumers think all of the food additives are not safe, and 67.4% respondents believed that food additives approved by the government are not safe. More than one third expressed that information on food additives was insufficient. Statistically significant differences (P < .011) were found in food additive safety perceptions by gender only. In conclusion, more multifaceted education programs are needed to meet consumer needs.

INTRODUCTION perceptions of food additives, 2) the food additives of most concern to consumers, 3) consumer information needs on

Ingredients & additives There is evidence to suggest that recent food safety incidents food additives. have resulted in a decline of public trust in food safety regulation and management all over the world (1). Such as, the year 2008 witnessed two major food-safety incidents MATERIALS AND METHODS concerning chemical contaminants; melamine in Chinese milk products and dioxins in Irish pork (2). In recent years, consumers Survey on the purchasing patterns of processed foods and have become increasingly cautious about food safety of the safety perceptions of food additives various items associated with food safety, food additives are Two hundred fifty people were surveyed face to face at among the most controversial (3). Over the past three several locations regarding current food safety issues, attitudes decades, there have been remarkable changes in food and behaviours based on their knowledge and safety consumption patterns in China, and consumers are perception of food additives to complete a questionnaire. A demanding and enjoying foods that are nutritious, safe, total of 218 consumers out of 250 participants completed the convenient, and affordable (4, 5). In an attempt to satisfy questionnaire. They are over the age of 18 living in Wuxi, consumer desires for value, food additives have become Jiangsu province, China. The survey was carried out in

vol 24(5) - September/October 2013 indispensable in the production of processed food (6).The Dec.,2012. Questions regarding the awareness of food -

production of numerous food additives, including those of additives included the following: 1) reasons to use food both natural and artificial origin, is rapidly increasing (7, 8). In additives in processed foods, 2) respondents’ awareness 2013,China has become the first trading power. So, it is very toward types of food additives, and 3) the most concerning important for the exporters to understand the preference of food additives and why. The respondents were asked whether Chinese consumers. food additives approved by the government were safe, and if Many studies have analysed responses towards food risks. In a not, why they perceived food additives as unsafe. All questions very recent study conducted in Switzerland, consumers were instructed to choose among the responses. expressed concerns about chemicals in their diet, which was related to a preference for natural food (9). Shim et al. (10) Statistical analyses Agro FOOD Industry Hi Tech analysed many surveys, mostly from Far Eastern countries, and The Statistical Package for Social Sciences for Windows (SPSS showed that consumers considered food additives potential Inc., version 19.0) was used to analyse the collected survey hazards and preferred foods without additives. In Canada, data. Descriptive analysis was conducted to identify the Dosman et al. (11) analysed the impact of socioeconomic purchasing patterns of processed foods and consumer determinants of healthand food safety-related risk perceptions awareness and safety perceptions of food additives. of bacteria, additives and pesticides in food. Their results indicated that a number of demographic variables such as household income, number of children, gender, or age RESULTS AND DICUSSION influence an individual’s perception of risk. In the current study, we investigated consumer awareness and Socio-demographic status safety perceptions of food additives. The questionnaire was For a statistical description of the respondents’ characteristics, designed according to the research of Shim et al. (10). The approximately 35.8% were female and 56.9% were married. objectives of this study were to identify 1) processed food 30.7% aged between 18 and 24, 35.3% aged between 25 and purchasing patterns and consumers’ awareness and safety 34, 27.1% aged between 35 and 49, 5.5% aged between 50

28 and 64, and 1.4% were older than 65 years. In terms of household income, 10.6% earned less than RMB 2000, 22.5% earned between RMB 2000 and 3999, 29.8% earned between RMB 4000 and 5999, 13.8% earned between RMB 6000 and 7999, 6% earned between RMB 8000 and 9999, and 17.5% earned over RMB 10000. More than half of the respondents (35.3%) had a 4-year college degree or higher level of education, whereas 20.2% had an educational level less than high school. About 50.5% of the respondents did not have

children less than 18 years of age Ingredients & additives in their household. Table 1. Consumers’ purchasing patterns of processed foods.

Purchasing patterns of processed foods The most frequently purchased processed foods were in the order of bean products, dairy products, snacks, ready-to-eat (RTE) foods and processed meat (Table 1). Bean products and dairy products was the most frequently processed foods. Thirty point seven percent of the respondents purchased processed foods twice or three times a week and 34.9% purchased them once a week. The vast majority of the respondents purchased processed foods in superstores and 11.0% purchased them in convenience stores. The respondents were also asked Table 2. Consumers’ perception of food safety. about primary factors for purchasing processed foods. Almost half of the respondents considered food safety the major factor when purchasing processed foods, the following factors is nutritional value(16.0%), taste(14.2%), fresh(9.2%), convenience(7.8%), brand(3.2%), price(2.8%) (Table 1). The results are similar to Shan et al.(12).Shan et al. reported that food safety was revealed as the critical standards when purchasing processed foods.

Consumers’ awareness and safety perception of food additives The most concerning food additive was identified as preservatives (Table 2). More than half of the represents pay much attention to preservatives. That is similar to data from Shan et al. (12). Varela et al. (13) reported most people who had concern about food additives felt anxiety about colorants and preservatives.

29 Regarding reasons to use food additives, almost half of the CONCLUSION respondents chose “to extend the shelf-life of processed food”, 33.5% responded “for better taste or flavour of the food”, and With the improvement of Chinese people’s living 16.1% responded “food additives are used to improve colour standards, there is a growing emphasis on food safety and shape” (Table 2). 71.1% consumers think all of the food issues. This study revealed consumers’ purchasing patterns additives are not safe. It showed that most consumers were and safety perception of food additives. It showed that unaware of the advantages and disadvantages of food nearly half consumers treat food safety as the most additives, indicating that consumer education was necessary. important attribute of processed food, but major The main reason for thinking that food additives approved by consumers were unaware of the advantages and the government are not safe was viewed as insufficient data disadvantages of food additives. The most concerning available regarding the safety of food additives. More than food additive was identified as preservatives. And 67.4% one third of the respondents attributed the risk of food additives respondents believed that food additives approved by the to insufficient data available regarding the safety of food government are not safe. Statistically significant differences additives, and 30.0% to distrust in food manufacturers, then (P < .011) were found in food additive safety perceptions 29.2% to news reports from TV or the newspaper. by gender only. The main reason was viewed as insufficient data available regarding the safety of food additives. In Differences in the respondents’ safety perceptions of food conclusion, more multifaceted education programs are additives needed to meet consumer needs. Government should The different perception between different consumers was encourages the mass media to educate the public the analysed in this part. Table 3 shows the results of cross- proper food safety knowledge, carry out a variety of food tabulations and chi-square tests used to identify differences in safety awareness and knowledge of various types of the respondents’ safety perceptions of food additives based training, so as to give the public a correct understanding of on demographic and socioeconomic characteristics. food safety. Statistically significant differences (P < .011) were found in food additive safety perceptions by gender only. Female respondents were significantly less confident in the safety of ACKNOWLEGEMENTS food additives than male group. 78% female respondents don’t believe that food additives approved by the government are This research is being funded and supported by Foundation safe. According to the survey data, demographics, such as of Ministry of Education through the Youth Project of Social age, marriage, household monthly income, numbers of child in Sciences (No.:11YJC630172),the Major Social Science household, education, doesn’t significantly affect respondents’ Project of Jiangsu Province in Colleges and Universities in

Ingredients & additives confidence in the safety of food additives. The reason could be 2011 (No.: 2011ZDAXM018) and the Key Project of Chinese that female respondents are responsible for food purchasing in Ministry of Education.(No311002). We received much help most family, and they pay much more attention to food safety. from numerous staff members of the Foundation.

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