Purpose – The authors aimed to identify the opinions of young adult consumers regarding food processing
companies’ (FPCs) credibility in terms of food safety (FS).
Design/methodology/approach – The authors surveyed Generation Z (GenZ) consumers. The authors
assessed the reliability of the research questionnaire using Cronbach’s alpha statistics. The authors used
descriptive statistics and one-way ANOVA analysis of variance in the data analysis to determine intergroup
variability. The authors performed statistical analyses using IBM SPSS Statistics. 27.
Findings – The most valued determinants for consumers were competence and skills, and the most valued
family members’ opinions on FS, followed by experts’ opinions. FS concerns are more associated with FPCs
than with farmers. The ethics of conduct and moral responsibility play an important role in assessing the FPCs’
credibility.
Research limitations/implications – The questionnaire did not focus on specific food industries, such as
fruit and vegetables, fish, meat, dairy, etc. In the future, a similar survey on producers’ credibility should
consider the issue of FS risks associated with the specifics of a particular industry.
Originality/value – The authors proposed a set of factors that may determine young adult consumers’
perception of the FPCs’ credibility, which they may use for research within other consumer groups.
Keywords Food processing company, Credibility, Trust, Food safety, GenZ, Students
Paper type Research paper