Food Safety Compliance and Risk Perception as Determinants of Consumer Behaviour Toward Perishables in Manila Wet Markets

Emmanuel Paulino; Noemi C Gocuyo; Christopher E Bandojo; Gilbert A Apas; Cristopher J Malanum

doi:10.47814/ijssrr.v8i7.2715

Emmanuel Paulino De La Salle University Dasmarinas, Philippine https://orcid.org/0000-0002-6282-6460
Noemi C Gocuyo Pamantasan ng Lungsod ng Maynila, Philippines https://orcid.org/0009-0006-6235-5714
Christopher E Bandojo Pamantasan ng Lungsod ng Maynila, Philippines https://orcid.org/0009-0003-3748-7158
Gilbert A Apas Pamantasan ng Lungsod ng Maynila, Philippines https://orcid.org/0009-0000-2943-8899
Cristopher J Malanum Pamantasan ng Lungsod ng Maynila, Philippines https://orcid.org/0009-0009-3313-8093

DOI: https://doi.org/10.47814/ijssrr.v8i7.2715

Keywords: Food Safety Practices, Food Safety Risk Perception, Purchase Intention, Wet Market, Perishable Goods, Multiple Linear Regression, Manila

Abstract

This study examines the effect of Food Safety Practices and Food Safety Risk Perception on Purchase Intention among consumers of perishable goods in wet markets within Manila. Utilizing Multiple Linear Regression Analysis, the research investigates how these two independent variables influence consumer purchasing behaviour in informal retail settings. The findings reveal that both Food Safety Practices and Food Safety Risk Perception have significant positive effects on Purchase Intention, indicating that consumers are more likely to buy perishable products when they perceive vendors to implement proper safety protocols and are aware of potential food-related health risks. Grounded in the Consumer Perceived Value Theory, the Theory of Planned Behaviour (TPB), and the Health Belief Model (HBM), this study provides a theoretical and empirical foundation for understanding food safety-driven consumer behaviour in traditional market environments. The results offer valuable insights for policymakers, vendors, and public health agencies in enhancing food safety standards and consumer education in wet markets.

Author Biographies

Emmanuel Paulino, De La Salle University Dasmarinas, Philippine

Emmanuel Paulino, DBA, LPT is a faculty member at different graduate schools in the Philippines. He teaches research methods, statistics, and business analytics at Ateneo de Manila University, De La Salle University, University of the City of Manila, Jose Rizal University, and San Beda College Alabang. His interest is in conducting studies on marketing and management areas using different statistical and analytics conventions. He is also the Research Coordinator of the College of Business Administration and Accountancy at De La Salle University Dasmarinas. DBB-B 4115 West Ave., Dasmariñas, Cavite. Email: eppaulino@dlsud.edu.ph; empauls@gmail.com, ORCID: https://orcid.org/0000-0002-6282-6460

Noemi C Gocuyo, Pamantasan ng Lungsod ng Maynila, Philippines

Noemi C. Gocuyo, MGM, LPT is a full-time faculty member at Pamantasan ng Lungsod ng Maynila, College of Business Administration, and currently designated as Dean of the College of Public Administration. She teaches courses in economics and public administration and serves as research adviser for the undergraduate business and management, as well as a panel member for oral defense of research outputs for the undergraduate and graduate programs in business and public administration. She is currently enrolled in the Doctor of Business Administration program at Pamantasan ng Lungsod ng Maynila. Email: ncgocuyo@plm.edu.ph. ORCID: https://orcid.org/0009-0006-6235-5714

Christopher E Bandojo, Pamantasan ng Lungsod ng Maynila, Philippines

Christopher E. Bandojo holds a BA in Philosophy from Christ the King Mission Seminary and a master’s degree in government management from Pamantasan ng Lungsod ng Maynila (PLM), where he is currently a Doctor of Public Administration candidate. A full-time faculty member at the PLM College of Public Administration since 2020, he serves as Program Director of the Master of Public Administration and has taught in both the CPA and the College of Humanities, Arts, and Social Sciences. Prof. Bandojo is a Level 3 Procurement Specialist (GPPB-PLM), an active member of the PLM Bids and Awards Committee, and previously served as Supply Officer IV and head of the Alternative Methods of Procurement Section at the PLM Procurement Office. Email: cebandojo@plm.edu.ph; ORCID: https://orcid.org/0009-0003-3748-7158

Gilbert A Apas, Pamantasan ng Lungsod ng Maynila, Philippines

Gilbert A. Apas is an educator and public servant dedicated to developing ethical leaders in government and society. He holds a BA in Philosophy from Rogationist Seminary College (USJ-R affiliate) and an MPA from Pamantasan ng Lungsod ng Maynila (PLM), where he is also a candidate for the Doctor of Public Administration. Mr. Apas has taught Philosophy and General Education courses at PWU-Taft, AMA Education Systems, and currently at PLM’s College of Humanities, Arts, and Social Sciences. He previously served as Director for Student Discipline (OSDS) and is now Director for Continuing Education for Professional Public Service at the College of Public Administration, teaching core subjects in the Bachelor of Public Administration program. His research focuses on disaster preparedness, community resilience, and public sector innovation. As a thesis adviser and panelist, he mentors students in addressing critical societal issues through research. Email: gaapas@plm.edu.ph. ORCID: https://orcid.org/0009-0000-2943-8899

Cristopher J Malanum, Pamantasan ng Lungsod ng Maynila, Philippines

Cristopher J. Malanum is Assistant Professor IV at Pamantasan ng Lungsod ng Maynila (PLM), College of Public Administration. He holds a bachelor’s degree in public administration, a Diploma in Special Education, and a master’s degree in government management, and is currently a Doctor of Public Administration candidate at PLM. Prof. Malanum serves as Chairperson of the Bachelor of Public Administration program and College Secretary, teaching courses in public administration, social sciences, business, and management. He has held various leadership roles at PLM, including chairing the Human Resource Management Department and advising student councils. His research interests include governance, feasibility studies, and the interplay between public policy and business regulation, reflecting his commitment to academic excellence, public service, and leadership development. Email: cjmalanum@plm.edu.ph; ORCID: https://orcid.org/0009-0009-3313-8093

References

Abe, A., Koyama, K., Uehara, C., Hirakawa, A., & Horiguchi, I. (2020). Changes in the Risk Perception of Food Safety between 2004 and 2018. Food Safety, 8(4), 90-96. https://doi.org/10.14252/foodsafetyfscj.D-20-00015.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T.

Akinwehinmi, O., Ogundari, K., & Amos, T. T. (2022). Consumers’ food control risk perception and preference for food safety certification in emerging food markets. Journal of Agricultural Economics, 73(3), 690-708. https://doi.org/10.1111/1477-9552.12474.

Alemu, M., Motbianor, A., Birhanu, D., & Birara, A. (2023). Food safety practice and associated factors of food handlers working in food industries in Bahir Dar City, Amhara Regional State, Northwest Ethiopia, 2021. Environmental Health Insights, 17, 11786302231167742. https://doi.org/10.1177/11786302231167742.

Alwan, M., & Alshurideh, M. T. (2022). The effect of digital marketing on purchase intention: Moderating effect of brand equity. International Journal of Data and Network Science, 6(3), 837-848. https://doi.org/10.5267/j.ijdns.2022.2.012.

Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471–499. https://doi.org/10.1348/014466601164939.

Asche, F., Straume, H. M., & Vårdal, E. (2021). Perish or prosper: Trade patterns for highly perishable seafood products. Agribusiness, 37(4), 876-890. https://doi.org/10.1002/agr.21704.

Azanaw, J., Gebrehiwot, M., & Dagne, H. (2019). Factors associated with food safety practices among food handlers: facility-based cross-sectional study. BMC research notes, 12, 1-6. https://doi.org/10.1186/s13104-019-4702-5.

Baptista, R. C., Rodrigues, H., & Sant'Ana, A. S. (2020). Consumption, knowledge, and food safety practices of Brazilian seafood consumers. Food research international, 132, 109084. https://doi.org/10.1016/j.foodres.2020.109084.

Barnabas, B., Bavorova, M., Madaki, M. Y., & Kächele, H. (2024). Food safety knowledge, attitudes, and practices of food vendors participating in Nigeria’s school feeding program. Journal of Consumer Protection and Food Safety, 19(2), 199-212. https://doi.org/10.1007/s00003-023-01476-3.

Bharti, A. (2020). Supply chain management and strategy implementation for perishable goods. In Supply chain and logistics management: Concepts, methodologies, tools, and applications (pp. 284-302). IGI Global. DOI: https://doi.org/10.4018/978-1-7998-0945-6.ch014.

Byrd, K., Her, E., Fan, A., Almanza, B., Liu, Y., & Leitch, S. (2021). Restaurants and COVID-19: what are consumers’ risk perceptions about restaurant food and its packaging during the pandemic?. International Journal of Hospitality Management, 94, 102821. https://doi.org/10.1016/j.ijhm.2020.102821.

Champion, V. L., & Skinner, C. S. (2008). The Health Belief Model. In Glanz, K., Rimer, B. K., & Viswanath, K. (Eds.), Health Behavior and Health Education: Theory, Research, and Practice (4th ed., pp. 45–65). Jossey-Bass.

Chen, M. F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18(7), 1008–1021. https://doi.org/10.1016/j.foodqual.2007.04.004.

Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e‐commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323–347. https://doi.org/10.1002/mar.10076.

Christiana Cudjoe, D., Balali, G. I., Titus, O. O., Osafo, R., & Taufiq, M. (2022). Food safety in sub-Sahara Africa, an insight into Ghana and Nigeria. Environmental Health Insights, 16, 11786302221142484. https://doi.org/10.3389/fmicb.2020.01854.

Chung, J. (2019). Effective pricing of perishables for a more sustainable retail food market. Sustainability, 11(17), 4762. https://doi.org/10.3390/su11174762.

Costa, C. S. R., da Costa, M. F., Maciel, R. G., Aguiar, E. C., & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313, 127964. https://doi.org/10.1016/j.jclepro.2021.127964.

Da Cunha, D. T. (2021). Improving food safety practices in the foodservice industry. Current Opinion in Food Science, 42, 127-133. https://doi.org/10.1016/j.cofs.2021.05.010.

da Cunha, D. T., de Rosso, V. V., Pereira, M. B., & Stedefeldt, E. (2019). The differences between observed and self-reported food safety practices: A study with food handlers using structural equation modeling. Food Research International, 125, 108637. https://doi.org/10.1016/j.foodres.2019.108637.

Ehuwa, O., Jaiswal, A. K., & Jaiswal, S. (2021). Salmonella, food safety and food handling practices. Foods, 10(5), 907. https://doi.org/10.3390/foods10050907.

Faour-Klingbeil, D., Osaili, T. M., Al-Nabulsi, A. A., Jemni, M., & Todd, E. C. (2021). The public perception of food and non-food related risks of infection and trust in the risk communication during COVID-19 crisis: A study on selected countries from the Arab region. Food Control, 121, 107617. https://doi.org/10.1016/j.foodcont.2020.107617.

Febrian, A., & Vinahapsari, C. A. (2020). Brand equity is mediated in influencing purchase intentions one commerce. Journal of Engineering & Management, 3703, 3703-3710.

Friedlander, A., & Zoellner, C. (2020). Artificial intelligence opportunities to improve food safety at retail. Food Protection Trends, 40(4).

Girmay, A. M., Mengesha, S. D., Weldetinsae, A., Alemu, Z. A., Dinssa, D. A., Wagari, B., ... & Tollera, G. (2022). Factors associated with food safety practice and drinking-water quality of food establishments in Bishoftu Town, Ethiopia. Discover Food, 2(1), 35. https://doi.org/10.1007/s44187-022-00037-1.

Ha, T. M., Shakur, S., & Do, K. H. P. (2020). Linkages among food safety risk perception, trust and information: Evidence from Hanoi consumers. Food Control, 110, 106965. https://doi.org/10.1016/j.foodcont.2019.106965.

Huang, X., & Ge, J. (2019). Electric vehicle development in Beijing: An analysis of consumer purchase intention. Journal of cleaner production, 216, 361-372. https://doi.org/10.1016/j.jclepro.2019.01.231.

Kamboj, S., Gupta, N., Bandral, J. D., Gandotra, G., & Anjum, N. (2020). Food safety and hygiene: A review. International journal of chemical studies, 8(2), 358-368. https://doi.org/10.22271/chemi.2020.v8.i2f.8794.

Kiran, V., Harini, K., Thirumalai, A., Girigoswami, K., & Girigoswami, A. (2024). Nanotechnology's role in ensuring food safety and security. Biocatalysis and Agricultural Biotechnology, 103220. https://doi.org/10.1016/j.bcab.2024.103220.

Lagin, M., Håkansson, J., Nordström, C., Nyberg, R. G., & Öberg, C. (2022). Last-mile logistics of perishable products: a review of effectiveness and efficiency measures used in empirical research. International Journal of Retail & Distribution Management, 50(13), 116-139. https://doi.org/10.1108/IJRDM-02-2021-0080 .

Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning, 39(7), 960-978. https://doi.org/10.1108/MIP-04-2021-0104.

Lin, Y., Huang, J., Wang, J., & Zhou, L. (2021). Consumers' food safety behaviors: The roles of risk perception and health consciousness. Food Control, 130, 108383.

Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of business research, 94, 378-387. https://doi.org/10.1108/JFMM-08-2019-0157.

McClure, C., & Seock, Y. K. (2020). The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention. Journal of retailing and consumer services, 53, 101975. https://doi.org/10.1016/j.jretconser.2019.101975.

Misra, G., & Gibson, K. E. (2021). Characterization of Microgreen Growing Operations and Associated Food Safety Practices. Food Protection Trends, 41(1).

Nam, S. J. (2019). An application of the risk perception attitude framework in food safety behavior. Human and Ecological Risk Assessment: An International Journal.

Nardi, V. A. M., Teixeira, R., Ladeira, W. J., & de Oliveira Santini, F. (2020). A meta-analytic review of food safety risk perception. Food Control, 112, 107089. https://doi.org/10.1016/j.foodcont.2020.107089.

Nawaz, S. S., & Kaldeen, M. (2020). Impact of digital marketing on purchase intention. International Journal of Advanced Science and Technology, 29(4), 1113-1120.

Odeyemi, O. A., Sani, N. A., Obadina, A. O., Saba, C. K. S., Bamidele, F. A., Abughoush, M., ... & Aberoumand, A. (2019). Food safety knowledge, attitudes and practices among consumers in developing countries: An international survey. Food research international, 116, 1386-1390. https://doi.org/10.1016/j.foodres.2018.10.030.

Olaimat, A. N., Shahbaz, H. M., Fatima, N., Munir, S., & Holley, R. A. (2020). Food safety during and after the era of COVID-19 pandemic. Frontiers in microbiology, 11, 1854. https://doi.org/10.3389/fmicb.2020.01854.

Pan, D., He, M., & Kong, F. (2020). Risk attitude, risk perception, and farmers’ pesticide application behavior in China: A moderation and mediation model. Journal of Cleaner Production, 276, 124241. https://doi.org/10.1016/j.jclepro.2020.124241.

Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284.

Rausch, T. M., & Kopplin, C. S. (2021). Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing. Journal of cleaner production, 278, 123882. https://doi.org/10.1016/j.jclepro.2020.123882.

Razmi, J., Baki, F., & Sabbaghnia, A. (2023). A dynamic ordering policy for a three echelon supply chain with backordering for perishable goods. International Journal of Management Science and Engineering Management, 18(4), 266-276. https://doi.org/10.1080/17509653.2022.2134222.

Rembischevski, P., & Caldas, E. D. (2020). Risk perception related to food. Food Science and Technology, 40, 779-785. https://doi.org/10.1007/978-94-007-2502-7_11.

Rizzo, D. M., Lichtveld, M., Mazet, J. A., Togami, E., & Miller, S. A. (2021). Plant health and its effects on food safety and security in a One Health framework: four case studies. One health outlook, 3(1), 6.

Rosenstock, I. M. (1974). Historical origins of the Health Belief Model. Health Education Monographs, 2(4), 328–335. https://doi.org/10.1177/109019817400200403.

Sánchez, J., Callarisa, L., Rodríguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394–409. https://doi.org/10.1016/j.tourman.2004.11.007.

Schmit, T. M., Wall, G. L., Newbold, E. J., & Bihn, E. A. (2020). Assessing the costs and returns of on-farm food safety improvements: A survey of Good Agricultural Practices (GAPs) training participants. PloS one, 15(7), e0235507. https://doi.org/10.1371/journal.pone.0235507.

Seo, K. H., & Lee, J. H. (2021). Understanding risk perception toward food safety in street food: The relationships among service quality, values, and repurchase intention. International Journal of Environmental Research and Public Health, 18(13), 6826. https://doi.org/10.3390/ijerph18136826.

Shin, M., Lee, H., Ryu, K., Cho, Y., & Son, Y. J. (2019). A two-phased perishable inventory model for production planning in a food industry. Computers & Industrial Engineering, 133, 175-185. https://doi.org/10.1016/j.cie.2019.05.010.

Sohn, J. W., & Kim, J. K. (2020). Factors that influence purchase intentions in social commerce. Technology in Society, 63, 101365. https://doi.org/10.1016/j.techsoc.2020.101365.

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0.

Turner, E. R., Luo, Y., & Buchanan, R. L. (2020). Microgreen nutrition, food safety, and shelf life: A review. Journal of food science, 85(4), 870-882. https://doi.org/10.1111/1750-3841.15049.

Wijekoon, R., & Sabri, M. F. (2021). Determinants that influence green product purchase intention and behavior: A literature review and guiding framework. Sustainability, 13(11), 6219. https://doi.org/10.3390/su13116219.

Yones, P. C. P., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174-184. https://doi.org/10.1016/j.apmrv.2022.07.007.

Yost, E., & Cheng, Y. (2021). Customers’ risk perception and dine-out motivation during a pandemic: Insight for the restaurant industry. International Journal of Hospitality Management, 95, 102889. https://doi.org/10.1016/j.ijhm.2021.102889.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302.

Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2020). The impact of live video streaming on online purchase intention. The Service industries journal, 40(9-10), 656-681. https://doi.org/10.1080/02642069.2019.1576642.

Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers in psychology, 12, 644020. https://doi.org/10.3389/fpsyg.2021.644020.