The Effect of Consumer Confusion, Health Consciousness, Food Safety Concerns and Intention to Consume Healthy Foods on Slow Food Consumption

Abstract

Increasing inspections in Türkiye in recent years have revealed significant problems related to food adulteration and pesticide residues. This situation not only creates unfair advantages for businesses in competitive markets but also raises serious concerns about food safety among consumers. Consumer confusion regarding food safety can lead to both health consciousness and food safety concerns. Furthermore, the widespread adoption of fast food, often associated with unhealthiness, can lead consumers to opt for healthier food. The slow food movement, which emerged as a philosophy against fast food, can be a valuable alternative in combating these negative consequences, primarily in the context of public health. The aim of this research is to reveal the effect of consumers' confusion regarding food safety on health consciousness, food safety concerns, and intention to consume healthy foods, which in turn affects slow food consumption. The research tests a proposed model constructed with variables obtained from the literature. Data were obtained through a survey administered to consumers using a convenience sampling method. Statistical programs and SmartPLS structural equation modeling were used to analyze the data. The findings indicate that consumer confusion, health consciousness, and food safety concerns affect the intention to consume healthy foods. Health consciousness and intention to consume healthy foods together affect slow food consumption. Food safety concerns were not found to affect slow food consumption. This research is significant since it can help understand consumer behavior regarding healthy food and slow food in confusion regarding food safety and can provide meaningful input into the decision-making processes of public and private sector stakeholders in achieving a healthier society.