Attitude as a Predictor of Trust in Food Safety: A Study of Malaysian Chinese College Students

Abstract

Objective: This study explored the relationship between consumers' trust in and attitude towards food safety and, then, examined the prediction of trust in food safety by the attitude towards food safety. Method: One hundred and eight Malaysian Chinese college students (42 men, 66 women) completed online survey. Trust in food safety included dimensions of ways of shopping, food quality, cooking methods, consumption situation, and purchasing motives. Attitude towards food safety consisted of positive and negative aspects. Results: Positive attitude towards food safety significantly correlated to and successfully predicted trust in food safety concerning cooking methods and consumption situation. On the other hand, negative attitude towards food safety significantly correlated to and successfully predicted trust in food safety regarding ways of shopping, food quality, and purchasing motives. Conclusion: Malaysian Chinese college students with positive or negative attitude towards food safety were able to predict different behaviors concerning their trust in food safety. Those with positive attitude towards food safety tended to enjoy various cooking methods and share food with friends and family members. Those with negative attitude towards food safety most likely would shop cautiously, choose most fresh and healthy food, read into product labels, and believe advertised food.