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KMID : 0881720180330040259
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Journal of Food Hygiene and Safety
2018 Volume.33 No. 4 p.259 ~ p.265
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A Study on Effective Food Safety Communication Based on Health Belief Model
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Choi Sung-Hee
Ham Tae-Sick
Lee Tae-Yeon
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Abstract
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Since Korean housewives are responsible for the dietary practices of family at home, it is important to know what information will make them to buy safe food. This study was designed to determine the role of perceived threats, behavioral assessments, and self-efficacy factors known to promote healthy behavior in health belief models (HBM) based on food safety awareness and behavior of housewives. This study involved 191 housewives, based on key variables such as perceived severity, perceived susceptibility, perceived benefits, perceived barriers, selfefficacy, and purchase behavior. The results showed that higher levels of education and urbanization increased the threat perception and the likelihood of buying safe food. The correlation analysis showed that increased awareness and knowledge of safe foods and interest in health contributed to higher relative benefit or self-efficiency of food, and thus, ensured food safety. The conceptual model of food safety behavior based on the HBM was verified via structural equation analysis. The findings suggest that a suitable model showcasing knowledge levels and relative benefits resulted in a greater impact on purchasing behavior than perceived threats. This study suggests that it is more effective for housewives to provide more preventive information than risk information to purchase safe food.
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KEYWORD
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Health Belief Model , Food purchase behavior , Food safety information
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Listed journal information
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