Consumer Perception of Food Safety Related Risk

What is it about?

This study examines what factors cause consumer risk perception during periods of food safety concern. A survey of 195 respondents was carried out to explore the nature of consumer perception of food safety related risk. The results show that characteristics of risk, such as severity of consequences, concern about safety, involuntary exposure to risk, harmful to the environment, information, exaggerated report and adequate regulations were important for predicting consumer perception.

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Why is it important?

This study provides a theoretical and practical contribution to understanding the relationship between psychological characteristics of risk and perceived risk for developing appropriate food policy and effective communication strategies. The framework of perceived risk, borrowed from wider marketing literature, has proved useful in understanding the consumer perception of a hazardous and harmful risk.