Consumer brand and category switching behaviors after food safety incidents: Factors and mechanisms.

The excessive mold found in Three Squirrels' nuts and the clenbuterol abuse of Shuanghui are two infamous food safety incidents in China. We adopted push-pull-mooring theory to conduct a model and examined the factors influencing consumer short-term or long-term brand-switching or category-switching behaviors following the two food safety incidents. We employed multinomial logistic regression and structural equation modeling as tools to analyze 1027 valid questionnaires. The results, for the first time, revealed that perceived risk, alternative selectivity, alternative attractiveness, controllability attribution, and habits were key push, pull and mooring factors influencing Chinese consumers' brand and category switching from food brands under food safety crisis, and most importantly, that their influential paths differed greatly under the two food safety incidents, suggesting a different influential mechanism across two product categories (i.e., utilitarian food and hedonic food). These findings throw light on the predictors and mechanisms that affect consumer brand and category switching from food brands under food safety crisis and help associated food businesses develop more targeted and powerful crisis management and public relations strategies.

Analytic and heuristic process for prudent antimicrobial use in animals: What are triggers and how do they work?

The over and misuse of antimicrobials in animal agriculture causes a prevailing crisis for humans, animals, and the environment. From the One Health approach perspective, the formation process of adopting prudent antimicrobial use (AMU), once established, can be used to mitigate this crisis. The study aimed to determine the analytic-based and heuristic-based process that evoked prudent AMU among animal farmers by synthesis of stimulus-organism-response framework and dual-system theory and to explore gender differences on risk-benefit trade-offs. A structural equation model was employed to test the proposed hypotheses with field survey data from 1100 small-scale farmers. The results reveal that for the analytic-based process, social influence, antimicrobial-related threats, and self-efficacy are all salient stimuli having indirect effects on intention via the two organisms of perceived risks and perceived benefits. For heuristic-based process, farmers' altruistic value orientations are positively associated with intention. An interesting fact is that threat awareness has two opposite effects on intention, namely, the suppression effect and the enhancement effect. Moreover, the negative effect of perceived risks on intention is greater among female farmers, compared to male counterparts. These findings provide valuable insights for the forming of theory-based intervention strategies to perfect China's national action plan.

What motivates food workers to adhere with WHO guidelines to combat the COVID-19? A social cognitive theory perspective.

Background: COVID-19 has become a public health emergency and pandemic of global concern, and the hundreds of millions of foodborne illnesses that occur each year also wreak havoc on human lives, society and the economy. Promoting workers in food service establishments to adhere to the hygiene practices in the WHO guidelines is a two-birds-one-stone strategy in preventing the spread of COVID-19 and limiting the occurrence of foodborne illness. The aim of this study was to determine the drivers that motivate workers to adhere to hygiene practices based on social cognitive theory. Methods: The cross-sectional survey targeting food workers using face-to-face interviews was conducted from July to September 2022. Stratified random sampling and convenience sampling were employed to locate survey sites and respondents, respectively. The survey uses a credible questionnaire evaluated by multiple reliability and validity measures. Binary logistic regression was employed to identify significant determinants of adherence to WHO-initiated hygiene practices. Results: A total of 900 workers were interviewed and 609 valid questionnaires were received. The study showed that the average correct rate of knowledge about hygiene practices was only 51.09%, that perceived non-adherence to hygiene practices was most likely to result in lower customer satisfaction and the spread of COVID-19, and that only about 11.7% of the workers always adhered to hygiene practices. Three of the cognitive dimensions in the personal factors, self-efficacy, risk perception, and knowledge, had significant positive effects on adherence practices. Among the demographic variables, there were significant differences in adherence practices differing by income level and place of residence. Conclusion: It was found that workers' knowledge of the WHO-initiated hygiene practices is insufficient and that the frequency of adherence to hygiene practices is poor and require improvement. The significant drivers and effects of demographic variables provide evidence-based guidance to identify priority intervention information and populations to improve worker hygiene practices.

Consumer's over-ordering behavior at restaurant: Understanding the important roles of interventions from waiter and ordering habits.

In China, approximately half of total food waste is generated from the foodservice sector, which largely results from irresponsible consumer behavior when ordering food. Therefore, the purpose of this study was to better understand and intervene in Chinese consumers' ordering behavior in restaurants, ultimately contributing to minimizing food waste in China. Thus, the current study proposed a comprehensive model which incorporated habitual processes (individual ordering habits) and situational constraints (interventions from waiters) into the original theory of planned behavior (TPB) and the norm-activation (NAM) theoretical framework. This comprehensive model was tested on a sample of 527 consumers from Mainland China and was compared with the more mature models: TPB, NAM, and a combined model of both. Results showed that the comprehensive model explained the highest degree of variation in over-ordering behavior. Individual ordering habits and interventions from the waiter were proven to be crucial in understanding the complicated decision-making process of ordering foods in restaurants. Based on the model, implications for research and practice are also discussed.