Uncertainty of food safety in South Korea: An analysis of the imported food items from China

Abstract

We develop the model predicting consumer uncertainty about the imported food safety through the technological and behavioral lenses. The paper draws on multiple on-sight observations, interviews with representatives (experts, authorities and consumers) and review of prior literatures on food safety which depicts the sources of consumers’ uncertainty of the safety issues.We found that the technological capability and the intended behavior of the supplier influence the consumer’s factual and perceptual uncertainty. Our study contributes to food safety management and consumer behavior literatures by identifying the pivotal role of the technological capability and the intended behavior of the supplier for building the consumer’s factual and perceptual uncertainty of food safety. © 2018 People and Global Business Association.