A Focus on Consumer Understanding of Food Safety and on the Role of the Social Media

This research examines how consumers perceive food safety, particularly emphasizing how social media are associated with perceptions and behaviors. An online cross-sectional survey was conducted with a sample of Italian participants (n = 505), evaluating, among others, sociodemographic factors, the frequency, and trust in social media usage. Logistic regression analyses were utilized to pinpoint predictors. As a second step, a focus group was done to analyze food safety items with a restricted number of participants. The findings indicated that younger individuals, those with lower educational levels and higher trust in social media, were associated with a higher likelihood of relying on influencers for food safety information. Gender disparities were noted, with women displaying greater susceptibility. In addition, qualitative responses indicated widespread confusion regarding food safety versus other notions like food security or healthy eating, underscoring ongoing gaps in consumer awareness. These results highlight the growing role of digital channels in shaping public comprehension of food safety and point out the necessity for more effective, focused communication strategies. Health organizations and institutions should consider engaging trustworthy online figures while promoting critical evaluation of food-related content, particularly among vulnerable demographic groups.