The understanding of food fraud among consumers in Klang Valley, Malaysia

https://doi.org/10.35912/joste.v2i1.355
Published: Sep 25, 2020

Abstract:

Purpose: This study aimed to understand food fraud awareness and understanding from the Malaysian consumers' perspective.

Research methodology: Five face-to-face in-depth interviews using random purposive sampling were administered to obtain insights into Malaysian consumers' multiple realities. A peer review with an expert in quality control of the food supply chain was done to increase data trustworthiness and validate the findings.

Results: The findings indicated that awareness about food fraud among Malaysian consumers is relatively low. As consumers do not have the ability and necessary tools to evaluate food fraud, regulatory authority, certification bodies, and trade associations are responsible for protecting food integrity by mitigating food fraud.

Limitations: The study was self-funded and conducted in Klang Valley, Malaysia. Due to that, no generalization can be made from the data.

Contribution: This outcome can be used as a knowledge base for policymakers and trade industries in regulating the sustainability and integrity of the food industry, particularly for consumer outreach programs in disseminating accurate technical knowledge of food to the public.

Keywords: Food industry, Food inspection, Consumers education, Consumer protection, Consumer awareness, Food consumption

Keywords:
1. Food industry
2. Food inspection
3. Consumers education
4. Consumer protection
5. Consumer awareness
6. Food consumption
Authors:
1 . Nur Nisaa Ahmad
Faculty of Food Science and Technology, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia
2 . Siti Nurhayati Khairatun
Department of Food Science & Management, Faculty of Food Science and Technology, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia
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How to Cite
Ahmad, N. N., & Khairatun, S. N. (2020). The understanding of food fraud among consumers in Klang Valley, Malaysia. Journal of Sustainable Tourism and Entrepreneurship, 2(1), 31–40. https://doi.org/10.35912/joste.v2i1.355
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Issue & Section
Vol. 2 No. 1 (2020): September
Articles
References

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    Chen, C.C., Chen, C.W. & Tung, Y.C. (2018). Exploring the consumer behavior of intention to purchase green products in belt and road countries: an empirical analysis. Sustainability, 10(3), 854. https://doi.org/10.3390/su10030854

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    Global Food Safety Initiative. (2017). Version 7.1 of GSFI's benchmarking requirements furthering harmonization. Retrieved from https://mygfsi.com/press_releases/version-7-1-of-gfsis-benchmarking-requirements-furthering-harmonisation/

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    Hussain, S., Melewar, T.C., Priporas, C.V. & Foroudi, P. (2020), Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach. Qualitative Market Research, 23(4), 549-573. doi.org/10.1108/QMR-12-2017-0175

    Ishwar, S., Dudeja, P., Shankar, M.P., Swain, S. & Mukherji, S. (2016). ‘Jago Grahak Jago’: A cross-sectional study to assess awareness about food adulteration in an urban slum. Medical Journal Armed Forces India, 74(1), 57-60.

    James, M.X., Hu, Z. and Leonce, T.E. (2019). Predictors of organic tea purchase intentions by Chinese consumers: Attitudes, subjective norms and demographic factors. Journal of Agribusiness in Developing and Emerging Economies, 9(3), 202-219. https://doi.org/10.1108/JADEE-03-2018-0038.

    Kooli, C., Al Habsi, A., & Abadli, R. (2018). Celebrity Endorsement and Its Effect: Arabic World Perspectives. International. Journal of Advanced Research, 6(2), 182-188.

    Lawrence, F. (2013). Horsemeat scandal: The essential guide. The Guardian. Retrieved from https://www.theguardian.com/uk/2013/feb/15/horsemeat-scandal-the-essential-guide

    Moore, J.C., Spink, J., & Lipp, M. (2012). Development and application of a database of food ingredient fraud and economically motivated adulteration from 1980 to 2010. Journal of Food Science, 77(4), R118- R126

    Nasreen, S. & Ahmed, T. (2014). Food adulteration and consumer awareness in Dhaka City, 1995-2011. Journal of Health Population and Nutrition, 32(3), 452-464. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4221451/

    National Center for Food Protection and Defense. (2011). Backgrounder: Defining the public health threat of food fraud. Retrieved from https://foodfraud.msu.edu/wp-content/uploads/2014/07/food-fraud-ffg-backgrounder-v11-Final.pdf

    Nowell, L. S., Norris, J. M., White, D. E. & Moules, N. J. (2017). Thematic Analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16, 1-13.

    PWC. (2017). Food fraud vulnerability assessment. Retrieved from https://www.pwc.com/gx/en/services/food-supply-integrity-services/food-fraud-vulnerability-assessment.html

    Sanlier, N. & Karakus, S.S. (2010). Evaluation of food purchasing behaviour of consumers from supermarkets. British Food Journal, 112(2). 140-150. https://doi.org/10.1108/00070701011018824

    Saunders, B., Sim, J., Kingstone, T., Baker, S., Waterfield, J., Bartiam, B., Burroughs, H. & Jinks, C. (2018), Saturation in qualitative research: exploring its conceptualization and operationalization. Quality and Quantity, 52(4), 198301907

    Shenton, A. K. (2004). Strategies for ensuring trustworthiness in qualitative research projects. Education for Information, 22, 63-75. Retrieved from pdfs.semanticscholar.org/cbe6/70d35e449ceed731466c316cd273032b28ca.pdf

    Spink, J. & Moyer, D.C. (2011). Defining the public health threat of food fraud. Journal of Food Science, 76(9), R157-R163. doi.org/10.1111/j.1750-3841.2011.02417.x

    Sternisa, M., Smole Mozina, S., Levstek, S., Kukec, A., Raspor, P. and Jevsnik, M. (2018). Food safety knowledge, self-reported practices and attitude of poultry meat handling among Slovenian consumers. British Food Journal, 120(6), 1344-1357. https://doi.org/10.1108/BFJ-06-2017-0360.

    Van Ruth, S.M., Huisman, W., & Luning, P.A. (2017). Food fraud vulnerability and its key factors. Trends in Food Science & Technology, 67, 70-75. doi.org/10.1016/j.tifs.2017.06.017.

  1. Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in Psychology, 3(2), 77-101.
  2. Chen, C.C., Chen, C.W. & Tung, Y.C. (2018). Exploring the consumer behavior of intention to purchase green products in belt and road countries: an empirical analysis. Sustainability, 10(3), 854. https://doi.org/10.3390/su10030854
  3. Cohen, L. & Felson, M. (1979). Social change and crime rate trends: A routine activity approach. American Sociological Review, 44(4), 588-608
  4. Food Act 1983. (2012). Retrieved from http://fsq.moh.gov.my
  5. Food Industry Asia. (n.d.). Food fraud: Understanding the impact of food fraud in Asia. Retrieved from https://foodindustry.asia/documentdownload.axd?documentresourceid=30310
  6. FSSC 22000. (2019). FSSC 22000 version 5. Retrieved form https://www.fssc22000.com/news/fssc-22000-publishes-scheme-version-5/
  7. Global Food Safety Initiative. (2017). Version 7.1 of GSFI's benchmarking requirements furthering harmonization. Retrieved from https://mygfsi.com/press_releases/version-7-1-of-gfsis-benchmarking-requirements-furthering-harmonisation/
  8. Huang, Y. (2014). The 2008 Milk Scandal revisited. Forbes. Retrieved from https://www.forbes.com/sites/yanzhonghuang/2014/07/16/the-2008-milk-scandal-revisited/#75d025b14105
  9. Hussain, S., Melewar, T.C., Priporas, C.V. & Foroudi, P. (2020), Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach. Qualitative Market Research, 23(4), 549-573. doi.org/10.1108/QMR-12-2017-0175
  10. Ishwar, S., Dudeja, P., Shankar, M.P., Swain, S. & Mukherji, S. (2016). ‘Jago Grahak Jago’: A cross-sectional study to assess awareness about food adulteration in an urban slum. Medical Journal Armed Forces India, 74(1), 57-60.
  11. James, M.X., Hu, Z. and Leonce, T.E. (2019). Predictors of organic tea purchase intentions by Chinese consumers: Attitudes, subjective norms and demographic factors. Journal of Agribusiness in Developing and Emerging Economies, 9(3), 202-219. https://doi.org/10.1108/JADEE-03-2018-0038.
  12. Kooli, C., Al Habsi, A., & Abadli, R. (2018). Celebrity Endorsement and Its Effect: Arabic World Perspectives. International. Journal of Advanced Research, 6(2), 182-188.
  13. Lawrence, F. (2013). Horsemeat scandal: The essential guide. The Guardian. Retrieved from https://www.theguardian.com/uk/2013/feb/15/horsemeat-scandal-the-essential-guide
  14. Moore, J.C., Spink, J., & Lipp, M. (2012). Development and application of a database of food ingredient fraud and economically motivated adulteration from 1980 to 2010. Journal of Food Science, 77(4), R118- R126
  15. Nasreen, S. & Ahmed, T. (2014). Food adulteration and consumer awareness in Dhaka City, 1995-2011. Journal of Health Population and Nutrition, 32(3), 452-464. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4221451/
  16. National Center for Food Protection and Defense. (2011). Backgrounder: Defining the public health threat of food fraud. Retrieved from https://foodfraud.msu.edu/wp-content/uploads/2014/07/food-fraud-ffg-backgrounder-v11-Final.pdf
  17. Nowell, L. S., Norris, J. M., White, D. E. & Moules, N. J. (2017). Thematic Analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16, 1-13.
  18. PWC. (2017). Food fraud vulnerability assessment. Retrieved from https://www.pwc.com/gx/en/services/food-supply-integrity-services/food-fraud-vulnerability-assessment.html
  19. Sanlier, N. & Karakus, S.S. (2010). Evaluation of food purchasing behaviour of consumers from supermarkets. British Food Journal, 112(2). 140-150. https://doi.org/10.1108/00070701011018824
  20. Saunders, B., Sim, J., Kingstone, T., Baker, S., Waterfield, J., Bartiam, B., Burroughs, H. & Jinks, C. (2018), Saturation in qualitative research: exploring its conceptualization and operationalization. Quality and Quantity, 52(4), 198301907
  21. Shenton, A. K. (2004). Strategies for ensuring trustworthiness in qualitative research projects. Education for Information, 22, 63-75. Retrieved from pdfs.semanticscholar.org/cbe6/70d35e449ceed731466c316cd273032b28ca.pdf
  22. Spink, J. & Moyer, D.C. (2011). Defining the public health threat of food fraud. Journal of Food Science, 76(9), R157-R163. doi.org/10.1111/j.1750-3841.2011.02417.x
  23. Sternisa, M., Smole Mozina, S., Levstek, S., Kukec, A., Raspor, P. and Jevsnik, M. (2018). Food safety knowledge, self-reported practices and attitude of poultry meat handling among Slovenian consumers. British Food Journal, 120(6), 1344-1357. https://doi.org/10.1108/BFJ-06-2017-0360.
  24. Van Ruth, S.M., Huisman, W., & Luning, P.A. (2017). Food fraud vulnerability and its key factors. Trends in Food Science & Technology, 67, 70-75. doi.org/10.1016/j.tifs.2017.06.017.