An empirical study on the driving factors of vegetable salad consumption behavior and perceived safety risk

The consumption of vegetable salads in China is increasing due to arising health awareness; however, it faces significant food safety challenges. This study systematically explores the characteristics of Chinese consumers’ purchasing behaviors, safety perceptions, and their associations with the actual risks of vegetable salads through a mixed research method, which includes a questionnaire survey and experimental analysis. The questionnaire survey, involving 349 participants, revealed that typical consumers are urban females aged 21−30, who dominate consumption percentage of 63.6%. These consumers prioritize freshness (4.50 ± 0.88) and ingredient quality (4.35 ± 0.94), while concerns regarding pesticide residues (4.36 ± 0.91) and microbial contamination (4.25 ± 0.89) are paramount. Trust in producers is notably low (3.56 ± 0.89). Testing of commercial salads indicated that takeaway samples exhibited the highest microbial risk, with aerobic plate counts exceeding safety standards on day 0, while online samples presented a lower risk. Experiments on homemade salads demonstrated that a 1% sodium bicarbonate solution was more effective in inhibiting microbial growth than tap water, reducing counts by 0.25 (lg (CFU/g)), and effectively maintained ascorbic acid stability in most vegetables. However, this method also accelerated texture deterioration, significantly decreasing hardness (P < 0.05). Color changes were primarily driven by storage time. Our findings highlight the discrepancy between perceived and actual risks. We recommend enhancing supply chain transparency, optimizing cold chain management, and developing technologies that balance safety with quality to inform industry regulation and consumer education.