Abstract
BACKGROUND: Food safety stands as a critical public health concern in China. People's perceptions and communication regarding food safety crises significantly impact their emotions and food preferences. The rise of social media has also complicated information sharing and decision-making. Exploring public's cognitive, emotional and behaviral responses toward food safety risks is crucial for improving food safety practices and public health. METHODS: From fall 2018 to fall 2023, 23 in-depth interviews were held using a semi-structured protocol aligned with the Risk Analysis Framework (RAF) components: risk assessment, communication, and management. RESULTS: Our findings showed that the public blamed unethical agriculture practices and food processing for food safety issues. People, dissatisfied with mainstream media, turned to social media to collect food safety information. Many adopted self-protective behaviors, assuming personal responsibility for food safety. CONCLUSION: Findings from this study highlighted individuals' concerns about environmental pollution and the use of chemical substances in food safety issues. The results underscored the need for accurate and prompt media coverage, stronger government regulation, industry self-regulation, and targeted consumer education to effectively tackle these challenges.