Credibility of food processing companies in terms of food safety: perspective of Generation Z consumers
Credibility of food processing companies in terms of food safety: perspective of Generation Z consumers

Summary/Abstract: Purpose– The authors aimed to identify the opinions of young adult consumers regarding food processingcompanies’ (FPCs) credibility in terms of food safety (FS).Design/methodology/approach– The authors surveyed Generation Z (GenZ) consumers. The authorsassessed the reliability of the research questionnaire using Cronbach’s alpha statistics. The authors useddescriptive statistics and one-way ANOVA analysis of variance in the data analysis to determine intergroupvariability. The authors performed statistical analyses using IBM SPSS Statistics. 27.Findings– The most valued determinants for consumers were competence and skills, and the most valuedfamily members’ opinions on FS, followed by experts’ opinions. FS concerns are more associated with FPCsthan with farmers. The ethics of conduct and moral responsibility play an important role in assessing the FPCs’credibility.Research limitations/implications– The questionnaire did not focus on specific food industries, such asfruit and vegetables, fish, meat, dairy, etc. In the future, a similar survey on producers’ credibility shouldconsider the issue of FS risks associated with the specifics of a particular industry.Originality/value– The authors proposed a set of factors that may determine young adult consumers’perception of the FPCs’ credibility, which they may use for research within other consumer groups.

• Details
• Contents