Vicarious vs experiential information in the consumer’s construal level on imported food safety risk perception

Abstract

Consumers acquire information about the imported food safety risks through distal channels such as the Internet versus proximal channels such as direct experience, and these channels influence the consumer perception of safety. However, the empirical analysis of the sources of information (distal–proximal) channels is second to none. This article explores whether direct experience with imported food induces different levels of safety risks compared to distal information through social media. Based on the Construal Level Theory (CLT), the study examines consumer responses in a survey involving 500 respondents out of 1000 distributed in South Korea, using high-level construal (vicarious information) versus a low-level construal (direct experience) framework to assess food safety risk perception. We narrowed the imported food from China to South Korea to obtain a robust analysis. Our analysis shows that vicarious (distal) sources of information increase perceived food safety risks in the minds of the consumer, while direct experience (proximity) decreases food safety risks. In a supplementary analysis, those respondents who had visited China exhibited lower levels of food safety risk of the imported food. We infer that the lower-level construal (experience) mediates the effects of higher-level construal (indirect, social media) on the imported food safety risk. However, the correlation is nonlinear, explaining why some studies find proximity while others find distance in correlation with the food safety risk. In a contribution to the literature, this study answers a longstanding question regarding international business in food supplies, supports the CLT framework, and offers a policy recommendation for both Korea and China to enhance their information channels to counteract misinformation.