Work

Communication Channels for Food Safety Awareness: A Cross-Generational Analysis of Seafood Consumer Perceptions

Year: 2025

Type: article

Abstract: The study investigates perceived trust in information sources and communication channel preferences for seafood safety awareness among consumers in Kerala, India. A cross-sectional survey conducted from March to December 2023 and collected responses from 2,079 individuals via online survey distributed on social media platforms. Inferential analysis revealed significant generational differences in purchase frequency, self-rated knowledge, importance of information, and information-seeking behaviour. Non-parametric tests revealed that Gen Z exhibited greater trust in social media platforms (Facebook, Instagram, WhatsApp, YouTube) and health professionals (Doctors, Nutritionists). Baby Boomers and Gen X trust in online resources (Websites, Blogs, Articles). Millennials and Gen X preferred product labels, certifications, QR codes and retail communication channels (Posters, Pamphlets). Gen Z preferred social media, whereas older cohorts preferred print media (Newspapers & Magazines) as their communication channel. Findings highlight the importance of designing tailored communication strategies to improve seafood safety awareness. The insights provide guidance for government officials, public health authorities, and seafood industry stakeholders in designing interventions to optimize communication channels, enhance consumer trust, and promote safer seafood handling practices and mitigate seafood borne illness. Tailored generational strategies empower consumers to make informed decisions about safer seafood purchase and consumption, improving public health outcomes and mitigate illness.

Source: Turkish Journal of Fisheries and Aquatic Sciences

DOI: 10.4194/trjfas28000

Authors: Arundhathi V, Mini Sekharan N

Institution: Cochin University of Science and Technology

Language: English

Topic: Food Safety and Hygiene

Subfield: Food Science

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDGs: Zero hunger, Life below water

Open Access status: diamond

Funder: Cochin University of Science and Technology