Quality Consciousness and Safety Perceptions in Nutraceutical Consumption: A Chemical Product Safety Analysis in Jordan

Understanding how consumers evaluate the quality and safety of nutraceutical products has practical relevance both for public health and for the chemical industries that produce, certify, and distribute these formulations. This study examines quality consciousness and safety perceptions among 728 Jordanian nutraceutical users, focusing on three awareness outcomes (self-reported information level, label reading frequency, and quality certification importance) and two belief outcomes (herbal safety belief and perceived effectiveness). Ordinal logistic regression was conducted across four model specifications to address substantial missing data on STEM field of study (60.3% missing) and monthly income (51.4% missing). Results revealed that STEM-educated respondents were approximately twice as likely to report higher self-reported information levels (OR = 2.26, 95% CI [1.23, 4.16], p = .009) and higher label reading frequency (OR = 2.24, 95% CI [1.18, 4.24], p = .013) compared to non-STEM respondents, consistent with scientific literacy theory. Critically, this STEM effect was selective: it did not extend to herbal safety or effectiveness beliefs. Survey language (English vs. Arabic) showed an opposing pattern, predicting belief outcomes but not awareness behaviours: English-speaking respondents were significantly less likely to perceive nutraceuticals as effective (OR = 0.54, 95% CI [0.36, 0.82], p = .004) and more likely to value quality certification (OR = 2.47, 95% CI [1.45, 4.20], p < .001). Bachelor's degree holders showed lower endorsement of herbal safety beliefs (OR = 0.48, 95% CI [0.27, 0.84], p = .010). These differential predictor patterns support a disaggregated measurement approach and suggest that awareness formation and evaluative belief revision operate through distinct mechanisms. Implications for consumer education and chemical product safety communication in Jordan are discussed.