Consumer perceptions of pre‐prepared food safety risks: evidence from survey experiments

The media environment and promotion intensity jointly shape consumer perceptions of pre-prepared food safety risks. By clarifying the direct and indirect pathways from new media exposure to risk perceptions, this study advances understanding of consumer risk perceptions in the nascent pre-prepared food sector and responds to timely practical needs. Policy implications include: strengthening guidance and regulation of risk information on new media platforms; incorporating consumer education to enhance food safety awareness; and aligning promotional practices with public health objectives - together supporting a sustainable regulatory framework for the sector's future development. © 2025 Society of Chemical Industry.