Optimistic Bias, Food Safety Cognition, and Consumer Behavior of College Students in Taiwan and Mainland China
The purpose of this paper is to investigate how optimistic bias, consumption cognition, news attention, information credibility, and social trust affect the purchase intention of food consumption. Data used in this study came from a questionnaire survey conducted in college students in Taipei and Be...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-11-01
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| Series: | Foods |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2304-8158/9/11/1588 |
| _version_ | 1827702997019262976 |
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| author | Guan-Yun Wang Hsiu-Ping Yueh |
| author_facet | Guan-Yun Wang Hsiu-Ping Yueh |
| author_sort | Guan-Yun Wang |
| collection | DOAJ |
| description | The purpose of this paper is to investigate how optimistic bias, consumption cognition, news attention, information credibility, and social trust affect the purchase intention of food consumption. Data used in this study came from a questionnaire survey conducted in college students in Taipei and Beijing. Respondents in the two cities returned 258 and 268 questionnaires, respectively. Samples were analyzed through structural equation modelling (SEM) to test the model. Results showed that Taiwanese college students did not have optimistic bias but Chinese students did. The models showed that both Taiwanese and Chinese students’ consumption cognition significantly influenced their purchase intention, and news attention significantly influenced only Chinese students’ purchase intention. Model comparison analysis suggested significant differences between the models for Taiwan and mainland China. The results revealed that optimistic bias can be reduced in different social contexts as that of the Taiwan model and the mainland Chinese model found in this study were indeed different. This study also confirmed that people had optimistic bias on food safety issues, based on which recommendations were made to increase public awareness of food safety as well as to improve government’s certification system. |
| first_indexed | 2024-03-10T15:09:17Z |
| format | Article |
| id | doaj.art-a57beafe60d347d38e74f67ae84b0593 |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-10T15:09:17Z |
| publishDate | 2020-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-a57beafe60d347d38e74f67ae84b05932023-11-20T19:29:55ZengMDPI AGFoods2304-81582020-11-01911158810.3390/foods9111588Optimistic Bias, Food Safety Cognition, and Consumer Behavior of College Students in Taiwan and Mainland ChinaGuan-Yun Wang0Hsiu-Ping Yueh1Department of Psychology, National Taiwan University, No.1, Sec 4, Roosevelt Rd., Taipei 10617, TaiwanDepartment of Psychology, National Taiwan University, No.1, Sec 4, Roosevelt Rd., Taipei 10617, TaiwanThe purpose of this paper is to investigate how optimistic bias, consumption cognition, news attention, information credibility, and social trust affect the purchase intention of food consumption. Data used in this study came from a questionnaire survey conducted in college students in Taipei and Beijing. Respondents in the two cities returned 258 and 268 questionnaires, respectively. Samples were analyzed through structural equation modelling (SEM) to test the model. Results showed that Taiwanese college students did not have optimistic bias but Chinese students did. The models showed that both Taiwanese and Chinese students’ consumption cognition significantly influenced their purchase intention, and news attention significantly influenced only Chinese students’ purchase intention. Model comparison analysis suggested significant differences between the models for Taiwan and mainland China. The results revealed that optimistic bias can be reduced in different social contexts as that of the Taiwan model and the mainland Chinese model found in this study were indeed different. This study also confirmed that people had optimistic bias on food safety issues, based on which recommendations were made to increase public awareness of food safety as well as to improve government’s certification system.https://www.mdpi.com/2304-8158/9/11/1588optimistic biassocial trustinformation behaviorfood safetycertification markpurchase intention |
| spellingShingle | Guan-Yun Wang Hsiu-Ping Yueh Optimistic Bias, Food Safety Cognition, and Consumer Behavior of College Students in Taiwan and Mainland China Foods optimistic bias social trust information behavior food safety certification mark purchase intention |
| title | Optimistic Bias, Food Safety Cognition, and Consumer Behavior of College Students in Taiwan and Mainland China |
| title_full | Optimistic Bias, Food Safety Cognition, and Consumer Behavior of College Students in Taiwan and Mainland China |
| title_fullStr | Optimistic Bias, Food Safety Cognition, and Consumer Behavior of College Students in Taiwan and Mainland China |
| title_full_unstemmed | Optimistic Bias, Food Safety Cognition, and Consumer Behavior of College Students in Taiwan and Mainland China |
| title_short | Optimistic Bias, Food Safety Cognition, and Consumer Behavior of College Students in Taiwan and Mainland China |
| title_sort | optimistic bias food safety cognition and consumer behavior of college students in taiwan and mainland china |
| topic | optimistic bias social trust information behavior food safety certification mark purchase intention |
| url | https://www.mdpi.com/2304-8158/9/11/1588 |
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