The purpose of this paper is to investigate how optimistic bias, consumption cognition, news attention, information credibility, and social trust affect the purchase intention of food consumption. Data used in this study came from a questionnaire survey conducted in college students in Taipei and Beijing. Respondents in the two cities returned 258 and 268 questionnaires, respectively. Samples were analyzed through structural equation modelling (SEM) to test the model. Results showed that Taiwanese college students did not have optimistic bias but Chinese students did. The models showed that both Taiwanese and Chinese students' consumption cognition significantly influenced their purchase intention, and news attention significantly influenced only Chinese students' purchase intention. Model comparison analysis suggested significant differences between the models for Taiwan and mainland China. The results revealed that optimistic bias can be reduced in different social contexts as that of the Taiwan model and the mainland Chinese model found in this study were indeed different. This study also confirmed that people had optimistic bias on food safety issues, based on which recommendations were made to increase public awareness of food safety as well as to improve government's certification system.
Keywords: certification mark; food safety; information behavior; optimistic bias; purchase intention; social trust.