Research On Urban Hanoi Consumers' Food Safety Information Seeking Behavior And Influencing Factors

Food safety information seeking behavior has a significant influence on consumer purchase behavior.Consumers always look for food information before making a purchase decision.Therefore,it is of great significance to study the influencing factors of Vietnamese consumers' food safety information seeking behavior.This study is based on reviewed and summarized relevant research results about consumers' safety food information seeking behavior and the influencing factors.A theoretical model that is proposed reflects the personal character,perceived risk,food safety information seeking behavior and the relationship between them.This study used a questionnaire survey method to obtain 540 samples in urban Hanoi,Vietnam.Data processed in StataSE 12.1 and research methods including descriptive statistical analysis,factor analysis,ANOVA test,correlation and linear regression are applied.Results show that there exists a significant relationship between consumer's characteristics,perceived risk and food safety information seeking behavior.The results have shown that: Consumers perceived high and extreme risk of buying food online and eating outside;The consumers' characteristics of gender,residence status,age,educational level,family annual income,family monthly expenditure on food,marital status had a significant correlation with perceived risk;Consumer's perceived risk level had highly significant and positive influences on their information seeking behavior;Consumers' personal characteristics are not only directly related to their information search behavior,but also indirectly affect the information search behavior through perceived risk.