Food safety in restaurants: The consumer perspective |
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| Affiliation: | 1. Key Laboratory of Bionic Engineering, Ministry of Education, Jilin University, 5988 Renmin Street, Changchun 130022, PR China;2. School of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, PR China;3. School of Management, Jilin University, 5988 Renmin Street, Changchun 130022, PR China;1. Department of Business and Accounting, Faculty of Economics and Business Administration, Universidad Nacional de Educación a Distancia (UNED), Paseo Senda del Rey, 11, 28040 Madrid, Spain;2. Department of Business and Accounting, Faculty of Economics and Business Administration. Universidad Nacional de Educación a Distancia (UNED), Paseo Senda del Rey, 11, 28040 Madrid, Spain;1. Dedman School of Hospitality, College of Business, Florida State University, 288 Champions Way, UCB 4112, P.O. Box 3062541, Tallahassee, FL 32306-2951, USA;2. School of Hotel, Restaurant and Tourism Management, University of South Carolina, Columbia, SC 29208, USA;3. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd., Orlando, FL 32819, USA;4. Gulf Coast State College Institutional Effectiveness & Strategic Planning, Gulf Coast State College, Panama City, FL 32401, USA;1. Dedman School of Hospitality, College of Business, 288 Champions Way, UCB 4112, P.O. Box 3062541, Florida State University, Tallahassee, FL, USA;2. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL 32819, USA;3. School of Hotel, Restaurant and Tourism Management, University of South Carolina, Columbia, SC 29208, USA;4. Institutional Effectiveness & Strategic Planning, Gulf Coast State College, Panama City, FL 32401, USA;1. School of Management, Jilin University, 5988 Renmin Street, Changchun 130022, PR China;2. Chinese Academy of Agricultural Engineering, Beijing 100125, PR China;3. Key Laboratory of Bionic Engineering, Ministry of Education, Jilin University, 5988 Renmin Street, Changchun 130022, PR China |
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| Abstract: | The study aimed to reveal the indicators that consumers in Mainland China employ to evaluate food safety level of restaurants and find how the use of them varies across consumer subgroups. A national survey was carried out and 1076 respondents completed questionnaires which consisted of 33 questions. The results showed that the consumers preferred to assess a restaurant’s food safety level based on “sensory perception of food” and “restaurant environment”. Although official inspection certificate is one of the reliable indicators, the consumers seldom use it. Furthermore, consumers from different subgroups used different indicators. The females were much more finicky – they employed more indicators to protect them from unsafe restaurants. These results demonstrated a need for better education to create discerning consumers to expel those that fail to deliver safe food. Restaurants can rely on the results to develop effective marketing communication to match the consumers’ decision attributes. |
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| Keywords: | Restaurant Choice Food safety Perceptions Indicators Consumers |
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