Public panic behavior based on food safety incidents: A case of additive

Abstract

The risk of food additive has become one of the most prominent food safety risks. Based on the practical research data collecting from 657 consumers from the three areas of Southern Jiangsu (Sunan), Middle Jiangsu (Suzhong) and Northern Jiangsu (Subei), this paper uses Theory of Planned Behavior (TPB) and structural equation modeling (SEM) as the major analyzing tools, researching into the key factors influenced the public's risk perception and panic behavior towards food additive. © Springer-Verlag Berlin Heidelberg 2013.