The Impact of Consumer Competence in Purchasing Foods on Satisfaction with Food-Related Consumer Policies and Satisfaction with Food-Related Life through Perceptions of Food Safety

Abstract

Based on the knowledge-deficit model, this study proposes a relationship between consumer competence in purchasing foods and perceptions of the safety of imported and domestic foods. This study also examines how perceptions of the safety of imported and domestic foods affect satisfaction with food-related consumer policy and satisfaction with food-related life. Using data from the “2019 Consumer Behavior Survey for Food,” which has been conducted every year since 2013 by the Korea Rural Economic Institute, we analyzed the responses of a final sample of 5869 respondents. The hypothesized conceptual model was assessed through structural equation modeling. All but one of the proposed relationships between consumer competence in purchasing foods and perceptions of food safety were supported. The relationship between perceptions of food safety and satisfaction with food-related consumer policies depends on whether foods are imported or domestic. Food origin also affected the relationship between perceptions of food safety and satisfaction with food-related life. Satisfaction with food-related consumer policies is significantly connected with satisfaction with food-related life. We discuss how the findings of this study can be applied to the development of food-related consumer policies.