Recently, continuing outbreaks of avian influenza in China have not only caused great loss to the agricultural sector but also brought fear and distrust to consumers, seriously undermining consumer confidence in chicken products. We investigated consumers’ purchase intentions during avian influenza outbreaks by examining a regionally representative sample of 330 consumers in Guangzhou. With respect to 7 kinds of attributes, the ordered logit analysis indicated that possible health threat and uncertainty of the origin of poultry products may cause concern among consumers and cause them to avoid purchasing chicken products. Media reports have a great influence on consumers’ intentions to purchase chicken products during avian influenza outbreaks. Overall, this study suggests establishing an effective mechanism of public knowledge (of chicken products’ safety and quality) enhancement, in order to curb misleading media reports during avian influenza outbreaks.

Consumers’ food safety risk information-seeking behavior plays a vital role in improving their food quality and safety awareness and preventing food safety risks. Based on the Risk Information Seeking and Processing Model (RISP), this paper empirically analyzes the food safety risk information-seeking intention of consumers in WeChat and influencing factors under the impact of food safety incidents. We use data from 774 WeChat users and apply the Structural Equation Modeling (SEM) approach. We also conduct multigroup analysis with demographic characteristics as moderating variables. The results demonstrated that: (1) Risk perception (p ≤ 0.01) has direct significant positive effects on consumers’ intention to seek food safety information. Besides, higher risk perception (p ≤ 0.01) regarding food safety risks will make people feel more anxious and threatened, and then expand the gap between the information they need and the relevant knowledge they actually have (p ≤ 0.1), which will further stimulate them to seek more information (p ≤ 0.05). (2) Informational subjective norms (p ≤ 0.01) can not only directly affect consumers’ information-seeking about food safety, but also indirectly affect consumers’ intention through information insufficiency (p ≤ 0.01). (3) The more consumers trust the relevant channels (p ≤ 0.01), the stronger their intention to search for food safety risk information. Moreover, the multiple-group analysis also shows that the effects of consumers’ gender, age, educational background, and average monthly earnings are different among different groups. Furthermore, implications are put forward for food safety risk communication efforts in China.

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China’s fishery industry has national and international relevance whose aquaculture production accounts for more than 60 percent of the world’s total aquaculture production. But the average amount of pesticides used per hectare in China is roughly five times of the world average. The abuse of chemical fertilizers and drugs has brought chronic, long-term, and cumulative harm to both human beings and environment. The digital agricultural management system should be adopted to reduce non-negligible environment pollution and the quality and safety risks of aquatic products. So, it is essential to understand the factors that may influence the adopting intention of this digital management approaches. The present study aimed to examine the adopting intention of farmers toward the digital agricultural management system using two theories–the theory of planned behavior (TPB) and the behavioral economics–as the research framework. The population was composed of farmers in the provinces of Guangdong province in south China of whom 219 farmers were sampled with stratified random sampling technique. Structural equation modeling was used to analyze the data, and it was revealed that this research framework could potentially predict intention. And we observed that the two biased belief of availability bias and loss aversion bias can be the main predictive influence factors of responsible behaviors in adopting the digital agriculture management system, which highlights the importance of framing recommendations in terms of losses rather than gain may be more effective to increase farmers’ intention to adopt the digital system on their farms.

Food sector sustainability should not be discussed solely through an economic lens. On the contrary, social forces are critical in motivating and practicing high-quality food production and distribution in the supply chain context. This opinion addresses food sector imperatives from the social innovation perspective to preliminarily comment on social innovation’s potential influences on food production, distribution, and safety. Preliminary though, the purpose and contribution of this opinion paper are both stimulating future imagination in theory and practices for utilizing social innovation for food safety and sustainability. The main opinions are the employment of resources, sustainable development of resources, generation of finances and diversifying the talent pool for social innovative initiatives that promote food safety.