Consumer Behavior Model Based on Integration of Food Safety and Health Consciousness in Padang City

Abstract

The growing number of food poisoning cases that occurred in Padang City in 2017-2018 shows that various regulations that have been made by the government have not been able to stop producers and traders from using hazardous substances in food. Therefore, research is needed that aims to form a model of consumer behavior that focuses on consumer awareness of the choice of food consumed through the integration of health awareness and food safety. This study is a Research and Development study using the ADDIE approach. Based on the results of the analysis conducted at the Padang city market, it shows that the behavior of vegetable consumers in the city of Padang tends not to care about the dangers of chemical residues in pesticides and fertilizers used by vegetable farmers. Based on the existing need to support the formation of an integrated consumer behavior model for food safety and health awareness, it is by providing guidance in choosing healthy vegetables and by distributing leaflets on the benefits of vegetables. And to encourage consumer awareness, motivation is given to a healthy lifestyle so that families avoid the dangers of food poisoning through social media. This study produces a Conceptual Design of Consumer Behavior Model based on Integration of Food Safety and Health Consciousness in Padang City. From the results of the model test, the F significance value of 0.000 (p <0.05) can be concluded that the hypothesis is accepted, meaning that food selection variables, health awareness and food safety have a significant effect on consumer behavior together. Key Words: Vegetable Consumers, Consumer Behavior, Food Safety, Pasar Raya Padang