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

This study explores generational differences in perceived trust and preferred communication channels for seafood safety information among consumers in Kerala, India. A cross-sectional online survey was distributed via social media using convenience sampling and a structured questionnaire from March to December 2023, yielding 2,079 valid responses across four generational cohorts: Generation Z (32.9%), Millennials (33.0%), Generation X (22.0%), and Baby Boomers (12.1%). The survey assessed seafood purchasing behaviour, self-rated knowledge, perceived importance of safety information, and information-seeking preferences. Using ANOVA and Kruskal-Wallis tests, significant generational differences were identified in trust and communication preferences (P<0.005). Gen Z exhibited highest trust in digital platforms such as social media and television, while older cohorts—especially Gen X and Baby Boomers—favoured blogs and informational websites. Millennials and Gen X were more inclined toward product-specific sources like certifications and QR codes. In terms of communication preferences, Gen Z preferred digital formats and community outreach, whereas older generations leaned toward print media and in-store materials. These findings underscore the necessity of generationally tailored strategies. By aligning messages with trust patterns and media habits of each cohort, public health agencies and seafood stakeholders can enhance awareness, promote safe consumption, and reduce foodborne illness.