Abstract:

The purpose of this research was to determine consumers’ behaviors regarding food purchasing, conservation, consumption and food safety in urban areas of Samsun province, Turkey. Data were collected through questionnaires from 384 consumers who were involved in purchasing and handling food in their families. Research results revealed that more than half of the respondents were aware of the concept of food safety. The main issues that consumers consider when buying food are the expiry date, brand and packaging. Television was the most frequently used source of food safety information. The results of regression analysis showed that being a woman, duration of education, and family income positively affected food safety awareness. In order to ensure food safety, it is necessary to establish a system under which both all food items are traceable and proper inspection process are carried out. Beside legal sanctions for wrong practices, there is also a need to raise awareness and increase the social responsibility of the people involved in the production and marketing of food items. Since food production is largely dependent on consumer demand, which is therefore one of the key elements in the sector, firms should develop marketing strategies that take account of consumers demands and the sensitivity of the community regarding the issue of reliable food. For this purpose, the awareness level of consumers about food safety needs to be increased by using information sources that are commonly used by consumers.

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