Food safety knowledge, needed and trusted information of pork consumers in different retail types in Northern Vietnam

Introduction Food safety is an important public health concern globally. Risk communication one of crucial element to manage food safety. While current studies have focused on contamination hazards or risk factors, limited research exists consumer concerns, knowledge and perception about the actual poses their health. This study aimed assess compare perceptions regarding safety, information needed trusted by pork consumers in Northern Vietnam. Methods A total 225 recruited from three different market types: modern urban, traditional urban rural, were interviewed using a questionnaire between November December 2019. Results The majority participants (81.8%) female at retail younger than those settings ( p < 0.01). Sixty-five percent across types agreed that microbes most common which can make them sick, but adverse effect due chemical was ranked higher biological hazards. Most often received animal diseases (such as African swine fever recently), unknown origin rather poisoning measures prevent it. messages television professional experts sources preference for (traceability) how choose safe food. Participants willing receive daily weekly. lack awareness welfare related pig farming slaughtering reported respondents (84.3%). Discussion These findings provide insight Vietnamese gaps, demand channels so communicators managers implement better campaigns consumers.