Customer Perceptions of Hygiene and Trust in Johannesburg’s Informal Food Economy

Abstract

Background: Street food vending plays a central role in urban nutrition and informal employment across South Africa; however, its sustainability largely depends on consumer trust, which is strongly influenced by perceptions of hygiene. Objectives: This paper investigates customer expectations, observed hygiene behaviours, and purchasing decisions within Johannesburg’s informal food economy. Drawing on the Health Belief Model and behavioural economics, this study examines how visible hygiene practices shape customer trust, repurchase behaviour, and gendered risk perceptions. Methods: A cross-sectional mixed-methods study was conducted among 110 consumers of street-vended food in Johannesburg’s inner city. Quantitative data were analysed using descriptive statistics and chi-square tests to assess associations between observed hygiene practices, trust, and purchasing behaviour, while qualitative open-ended responses were analysed thematically. Results: Seventy-four per cent of customers reported preferring vendors with visible hygiene practices, defined as the use of gloves or aprons, clean food displays, and observable handwashing. However, only 41% consistently observed handwashing between transactions, and just 45% had seen any form of hygiene certification displayed. An association was observed between customer trust and repeat purchases (p < 0.001) and between PPE use and customer trust (p = 0.011). Women were significantly more hygiene-sensitive (p = 0.029), expressing greater concern about exposed food, hand contact, and environmental conditions. Thematic analysis revealed that over half of the respondents indicated that trust, once compromised by unhygienic conditions, frequently resulted in permanent customer loss. Conclusions: Customer trust in street food vendors is contingent on hygiene. Hygiene visibility is a core driver of loyalty, especially among female consumers. Interventions to improve food safety should incorporate behavioural insights, vendor-customer feedback loops, and public-facing certification strategies.