Human touch vs. food safety: How information interventions impact the handmade food halo

Abstract

With an increasing trend of food service companies offering grab-and-go menu items, understanding food safety regulations and making safe food choices can be complex for consumers. Regarding handmade products, traditional marketing efforts to enhance value perceptions may lead consumers to associate human involvement with higher quality and freshness. However, this perception may not be accurate and can obscure crucial food safety information, impeding safer purchasing decisions. This study investigates the impact of food safety intervention on dispelling the 'handmade food halo'. In the context of deli meat consumption, Study 1 shows that while a food safety intervention reduces the halo effect on perceived attractiveness and purchase intention, it does not increase the allure of factory-packaged products. Consequently, Study 2 assesses whether integrating human care information into packaging can heighten the appeal and purchase intent of packaged food products alongside a safety information intervention. These findings carry significant theoretical and practical implications.