Examining the Effect of Consumer Confusion Regarding Food Inspection Disclosures on Consumer Scepticism and Avoidance

Abstract

Purpose – Today, public announcement of food inspections is one of the methods used by countries for purposes such as consumer protection and preventing unfair competition. Researches in the marketing literature on their effects on consumers are limited. This study aims to reveal the relationships between consumer confusion regarding food inspection announcements, consumer scepticism towards businesses whose inspection reports are disclosed, and avoidance of these businesses.
Design/methodology/approach – A quantitative field survey was conducted to test the research hypotheses. Primary data was collected from 313 consumers using convenience sampling and online survey methods and the obtained data was analysed using the SPSS and AMOS programs.
Results – In the study, it was determined that there is important level of consumer confusion and scepticism, a large level of consumer avoidance, and the vast majority did not follow food inspection announcements closely. As a result of the study, it was determined that consumer confusion positively affect consumer scepticism and avoidance, and that consumer scepticism played a mediating role in the effect of consumer confusion on consumer avoidance. Accordingly, it is understood that consumer scepticism towards businesses whose food inspection reports are disclosed has a high level of impact on consumer avoidance.
Discussion – The research results show that confusion regarding food inspection report explanations negatively affects consumers against the business, and consumer scepticism plays an important role in this effect. The findings are similar to the studies in the literature in terms of the effect of skepticism on avoidance. On the other hand, the findings are novel in terms of they reveal that perceived confusion regarding anti-business messages can also have negative effects on the business. Finally, the research develops suggestions to increase the effectiveness of food inspections.