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

Abstract

Purpose – The authors aimed to identify the opinions of young adult consumers regarding food processing companies’ (FPCs) credibility in terms of food safety (FS). Design/methodology/approach – The authors surveyed Generation Z (GenZ) consumers. The authors assessed the reliability of the research questionnaire using Cronbach’s alpha statistics. The authors used descriptive statistics and one-way ANOVA analysis of variance in the data analysis to determine intergroup variability. The authors performed statistical analyses using IBM SPSS Statistics. 27. Findings – The most valued determinants for consumers were competence and skills, and the most valued family members’ opinions on FS, followed by experts’ opinions. FS concerns are more associated with FPCs than 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 as fruit and vegetables, fish, meat, dairy, etc. In the future, a similar survey on producers’ credibility should consider 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.