# Analysis of Factors Affecting Consumers’ Perception of Food Safety Risks in the Prepared Food Market

## TL;DR

This study explores how factors like nutrition, safety, and trust influence consumer perceptions of food safety risks in the prepared food market.

## Contribution

The study introduces a new model to analyze how governance trust moderates the relationship between technical safety and perceived risk in the prepared food market.

## Key findings

- Perceived risk is negatively influenced by nutritional balance, technical safety, and governance trust.
- Governance trust moderates the impact of technical safety on perceived risk.
- Improving technical safety and governance trust can reduce consumer risk perception.

## Abstract

The prepared food market has undergone significant growth in response to the contemporary fast-paced lifestyle. This growth has resulted in recurring safety concerns, which have diminished consumer confidence and hindered the industry’s expansion. Analyzing the factors affecting the perceived safety risk of prepared food is essential in this context. This study utilizes consumers of prepared food in Zhengzhou, a newly designated first-tier city in China, as survey participants. This study constructs a research model based on 585 valid questionnaires to systematically investigate the key factors influencing consumers’ perceived risk regarding the safety of prepared food. The findings indicated that perceived risk was adversely affected by the nutritional balance, technical safety, and governance trust. The nutritional balance influences perceived risk indirectly through its impact on technical safety. Governance trust plays a moderating role between technical safety and perceived risk. The higher the governance trust, the stronger the impact of technical safety on reducing perceived risk. This study serves as a valuable resource for governmental oversight and the expansion of prepared food enterprises. Businesses can enhance technical safety, optimize product composition, and cultivate customer trust. To promote sustainable growth in the prepared food industry, the government can improve industry standards and strengthen oversight.