Are we confident with our food: drivers affecting consumer’s food fraud avoidance behavior for milk and dairy products

Purpose Food fraud presents serious threats to public health and the environment, compromising ethical standards and highlighting significant issues within the framework of the United Nations’ Sustainable Development Goals. This study aims to reveal the impact of consumers’ perceptions, awareness, values and information sharing within an integrated model on their behavior in avoiding fraudulent products. Design/methodology/approach Primary data were collected through an online survey with a sample size of 400 individuals. Structural equation modeling was used to have a better understanding of factors influencing consumers’ avoidance behaviors regarding fraudulent milk and dairy products. Findings Almost all consumers reported having heard of food fraud, with more than half defining it as products with altered appearances or added substances. Consumers consider milk and dairy products to be the fourth most risky product category. Information sharing positively influences both perceived risk and the avoidance behavior of fraudulent milk and dairy products. Moreover, awareness directly increases perceived risk, while consumer values positively affect avoidance behavior. Research limitations/implications The current study has some limitations. However, these limitations may serve to emerge novel topics for further researchers. We collect the data only for milk and dairy products, so this study can also be extended to all food products or other food product categories. Also, information seeking and purchasing behavior of fraudulent products may be researched in different age generations. Second, the data were collected according to consumers’ self-evaluation. It means that the results may consist of bias that generally occurs in ethical or subjective issues. Third, perceived risk does not reveal significant outcomes in this study. Therefore, the other researcher may conduct this factor by using different scales. Last, the hypothesis may be tested and interpreted by demographic characteristics, generations, or cross-cultural context. Practical implications This study offers practical insights for companies, marketers and policymakers aimed at reducing food fraud in milk and dairy products. Originality/value First, an integrated conceptual framework is employed to enhance the understanding of consumer behavior related to food fraud. Second, this study is the first to explore information sharing using a new scale, highlighting its impact as an external factor for consumers who possess knowledge about food fraud.