Food safety gaps between consumers’ expectations and performances toward functional beverages containing botanicals

Purpose This study aims to modify and validate the Food Safety Gap Scale (FSGS) to assess consumers’ expectations and perceived performance regarding functional beverages containing botanicals and to provide evidence-based recommendations for strengthening food safety measures in Thailand. Design/methodology/approach The FSGS, comprising four gap dimensions across three key stakeholders, was developed from the original model and relevant literature. Confirmatory factor analysis (CFA), model fit indices and tests of reliability and validity were conducted. Importance-performance analysis (IPA) was applied to prioritize constructs for improvement. Findings Based on 470 respondents, the modified FSGS model, consisting of 24 indicators, was reliable and valid. The IPA results indicated significant food safety gaps in commitment and regulation dimensions, highlighting the need for targeted improvements to enhance consumer confidence. Research limitations/implications The study was limited to three provinces and may not represent broader national or international contexts. The use of an online survey may have introduced selection bias. A longitudinal approach is recommended to capture evolving consumer perceptions, particularly in risk awareness, knowledge and trust. Originality/value This study introduces a novel, product-specific tool for evaluating consumer perceptions of food safety, grounded in real-world practices. The modified FSGS offers actionable insights for policymakers and is adaptable to other high-risk food categories.