The food safety issue has become a public health priority. Serious
outbreaks have been reported over the past few decades because of eating unsafe
food. Food-borne diseases such as Salmonella spp., Campylobacter spp., and
bovine spongiform encephalopathy (mad-cow disease) pose a serious threat
to consumers. However, there is a dearth of study of consumer perceptions
in the Philippines regarding food safety of vegetables. Th erefore, this study
investigated how consumers defi ne food safety and analyzed their purchasing
habits. A household survey of 300 respondents, 100 each from low-, middle-,
and high-income groups, was conducted. Th e study selected ampalaya (bitter
gourd), pechay (bok choy), and lettuce for the valuation scenario since these
vegetables are more exposed to pesticides. We found that all income groups
are more concerned with the visual appeal of the vegetables. Th is included
the appearance, freshness, cleanliness, and presence of physical damages. Th e
low-income group bought vegetables from the wet market at least twice a week
and has less awareness of food safety. Th e low-income respondents were price
conscious and had the highest average quantity of ampalaya purchased (0.69 kg).
Th ey rarely bought lettuce and were not particular on the food safety labels and
brand names. Meanwhile, the middle-income group purchase vegetables from
the wet market and supermarket weekly. Th is income group bought the highest
average quantity of pechay (0.48 kg) and lettuce (0.72 kg). Th ey defi ned food
safety as “clean vegetables,” and some have started to be food safety conscious by
purchasing vegetables that are organic, food safety labeled, and well packaged.
Similarly, majority of the high-income group bought vegetables from the
supermarket weekly and were more concerned about food safety. Th ey defi ned
food safety as “proper food handling” and thought that food safety in vegetables
meant naturally grown, organic, and chemical/pesticide-free vegetables.