Food Safety Awareness and Purchase Behavior Among Gen Z Consumers in Social Media-Based Food Commerce

Abstract

The growth of social media-based food commerce has transformed food purchasing behavior, particularly among Generation Z consumers. However, concerns regarding food safety remain significant due to the increasing presence of informal food vendors on digital platforms. This study examines the influence of food safety awareness on purchase behavior among Generation Z consumers in social media-based food commerce, with perceived risk and trust in seller as mediating variables. A quantitative survey was conducted among 100 respondents in Penang, Malaysia, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that food safety awareness significantly influenced perceived risk and trust in seller, while trust in seller emerged as the strongest predictor of purchase behavior and significantly mediated the relationship between food safety awareness and purchase behavior. The study highlights the importance of trust in shaping online food purchasing decisions and provides insights for promoting safer digital food commerce environments.