This study aimed to investigate netizens' food safety knowledge, attitudes and behavior, status, and their demand for science popularization by WeMedia. Firstly, participants were recruited by WeMedia, including WeChat, Microblog, and QQ. Then, a web-based survey was conducted using a self-designed questionnaire, which comprised 29 items about the knowledge, attitude, and practice (KAP) status of netizens' food safety and the demand for science popularization by WeMedia. A correct answer on knowledge-related items was assigned a value of 1 point, and the high, medium, and low levels of knowledge had a total of 6-8, 3-5, and 0-2 points, respectively. A correct answer on attitude-related items was given a value of 1 to 5 points, and the high, medium, and low levels of attitude had a total of 16-20, 8-16, and l4-8 points, respectively. A correct answer on practice-related items was given a value of 5 to 1 point, and the high, medium, and low levels of attitude had a total of 22-30, 14-22, and 6-14 points, respectively. Results showed that the distribution of the different levels of the KAP scores were as follows: high (79.0%), medium (20.2%), low (0.8%); high (65.6%), medium (34.1%), low (0.3%); high (70.1%), medium (29.4%), low (0.5%). Approximately 86% of the subjects desired to obtain food safety knowledge from WeMedia. In conclusion, the netizens' KAP in food safety are relatively optimistic. A large demand for science popularization on food safety knowledge by WeMedia is warranted. The WeMedia has a potentially important role in science popularization and health promotion related to food safety and health behaviors.
Keywords: WeMedia; attitude; behaviors; food safety; knowledge; netizen.