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Food safety has been a serious health problem worldwide. This exploratory study investigates what factors can influence risk perception and preventive behavioral intention in the context of food safety. Drawn on two theoretical frameworks – attribution theory and framing theory, we explored two key variables such as communication channels (newspapers, TV, Internet, SNS, & interpersonal communication) and attribution of responsibility (individual, government, & industry). Data for this study came from a nationwide online survey with an interview of 1,000 respondents in South Korea. A series of hierarchical regression analyses showed that TV, Internet, and interpersonal communication were positively related to risk perception and preventive behavioral intention. The results revealed that in terms of attribution of responsibility, both government and industry attribution significantly increased risk perception and preventive behavioral intention. Also, our findings showed that TV and Internet uses were positively related to both government and industry attribution. Reading newspapers and interpersonal communication increased individual attribution, while watching TV decreased it. Using SNS and interpersonal communication also increased government attribution. It is meaningful that this study systematically explored the factors affecting risk perception and preventive behavioral intention in the context of food safety. Our findings may provide health practitioners and administrations with useful insights of how successful communication strategies can be designed in the strategies or media messages for food safety.

 Citation  

김활빈, 최지혜, 노기영. (2020). 식품안전 위험인식과 예방적 행동의도에 영향을 미치는 요인에 관한 탐색적 연구: 커뮤니케이션 채널과 책임귀인을 중심으로. 한국광고홍보학보, 22(2), 156-193.