Urban food environments in developing economies present unique challenges for public health, particularly in the domain of informal street food consumption. This study investigates how integrated marketing strategies—comprising vendor training, digital marketing, hygiene certifications, and education campaigns—influence consumer trust and behavior regarding food safety. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) on data collected from street food consumers in Kolkata, India, the study demonstrates that marketing interventions significantly enhance trust in both certifications and vendor practices, which in turn positively predict safe behavioral intentions. The structural model reveals strong path coefficients and substantial effect sizes, indicating a robust link between marketing strategy, trust formation, and public health outcomes. The findings underscore the need for multi-level health communication strategies that incorporate both institutional and interpersonal trust mechanisms. Practical implications for policymakers and municipal authorities are discussed, with recommendations for integrating vendor training and public awareness into urban food safety frameworks. This research contributes to theory by contextualizing trust as a dual mediator and offers actionable insights for sustainable health promotion in complex urban food systems.

Urban food systems, food safety behavior, trust in food certifications, marketing strategy, health communication, street food safety, consumer behavior, public health intervention

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