Use of Social Media to Enhance Consumers’ Options for Food Quality in the United Arab Emirates (UAE)

Abstract

The objective of this research was to study the behavior and attitudes of consumers from the United Arab Emirates towards using the World Wide Web (WWW) for ordering food online, as well as their perception of social media’s (e.g., Facebook, Twitter, Instagram, and WhatsApp) impact on increasing their knowledge about their food quality options. This research question targets social media’s role in aiding consumer decision-making with regard to enhanced food quality choices and thus enhanced food security. The results of this study showed that about 50% of the respondents frequently use a website to order food online in the study area. The analysis of the survey results showed a strong correlation between the frequency of food ordered online by consumers and the number of consumers who sought specific information about food quality, such as those who wished to obtain information about special diets for both medical and non-medical purposes. A strong correlation was also found to exist between the frequency of ordering food online and consumers who often inquired about buying organic food. Furthermore, the authors found the potential and the need for more transparency and enhancement when exchanging information between online food providers and consumers, in order to achieve the country’s food security goal of better consumer access to food quality information.

Keywords

• food security
• food quality
• social media
• United Arab Emirates