The effect of consumers' food safety and food neophobia on offal purchasing intention

The research aims to examine the impact of food safety awareness and food neophobia on consumers' intentions to purchase offal. Food safety stands out as one of the most critical factors influencing consumers' food purchase decisions, while food neophobia represents a concept describing the fear or apprehension toward new and unfamiliar food products. The study investigates consumers' attitudes and purchase intentions regarding offal, considering its nutritional value and health benefits. Data were collected via an online survey from participants across Turkey's seven regions, totaling 587 respondents. Analyses were conducted using IBM SPSS 26. To examine differences between variables and demographic factors, a t-test analysis was applied, and a correlation analysis method was used to determine the relationship between independent and dependent variables. Furthermore, regression analysis was employed to assess the effects of food safety and food neophobia on offal purchase intentions. The analysis revealed a significant difference between the consumers' regions and their levels of food neophobia. Notable relationships were identified between food neophobia, the sub-dimension of food safety awareness (label reading-nutritional value, production-consumption date, and consumption under appropriate conditions), and the perceived behavioral control sub-dimension of offal purchase intention. Regression analysis results indicated a positive effect between food safety awareness and offal purchase intention. Based on the findings, recommendations are provided primarily for producers and subsequently for consumers, with the aim of raising awareness.