Information Source-Message Effect on Consumers' Intentions to Adhere to Food Safety Practices When Handling and Preparing Raw Chicken.

Ideal food safety communication provides timely evidence-based information for consumers to protect themselves from foodborne illnesses. We investigated if information sources (experts providing factual information vs. social media influencers (SMIs) providing misinformation), cognitive, affective, and sociodemographic factors influenced participants' intentions to adhere to food safety practices for raw chicken, a high-risk food. In a quasi-experimental, cross-sectional survey, 727 U.S. adults watched videos about raw chicken food safety from an expert, SMI, or a control. Structural model A explained 56.6% of the variance in intentions. Compared to the control, expert and SMI sources had direct, negative effects on intentions. Experts were associated with greater perceived threat for consuming raw chicken compared to SMI and control videos. Perceived threat and efficacy had significant indirect effects on intentions. Structural model B explained 47.6% of the variance in intentions. Knowledge, trust in science, trust in information source, counterarguing, and sociodemographic factors were insignificant moderators. Food safety communicators should provide clear information about the risks of consuming raw or undercooked chicken and actionable guidance for consumers to avoid foodborne illnesses. Audience segmentation analysis may be an important next step to identify consumer groups and tailor food safety messages to specific consumer needs.