Suchergebnisse

The aim of this study is to examine the preferences of consumers for different information sources when they have a question about food safety. On the basis of a nationally representative survey conducted in the Netherlands, five distinct consumer groups are identified that not only differ on the reported use of information sources but also regarding several personality characteristics and sociodemographic variables. The empirical results show that two‐thirds of the consumers are selective in their use of information sources and prefer either institutional or social sources. So, multiple information‐acquisition patterns exist among the general public. The study illustrates how these findings can help to develop effective risk communication strategies.

Understanding of the determinants of consumer confidence in the safety of food is important if effective risk management and communication are to be developed. In the research reported here, we attempt to understand the roles of consumer trust in actors in the food chain and regulators, consumer recall of food safety incidents, consumer perceptions regarding the safety of particular product groups, personality characteristics, and sociodemographics, as potential determinants of consumer confidence in the safety of food. Consumer confidence in the safety of food was conceptualized as consisting of two distinct dimensions, namely, "optimism" and "pessimism." On the basis of a representative sample of 657 Dutch consumers, structural equation modeling was applied to simultaneously estimate the effect of the determinants on both "optimism" and "pessimism." The results indicated that, to a considerable extent, both optimism and pessimism about the safety of food arise from consumer trust in regulators and actors in the food chain and the perceived safety of meat and fish rather than other product categories. In addition, support was found for the notion that optimism and pessimism are conceptually distinct, as these dimensions of confidence were partly influenced by different determinants. The results of this study imply that consumer confidence in the safety of food could be enhanced by improving both consumer trust in societal actors, and consumer safety perceptions of particular product groups.

This study develops a longitudinal perspective on consumer confidence in the safety of food to explore if, how, and why consumer confidence changes over time. In the first study, a theory‐based monitoring instrument for consumer confidence in the safety of food was developed and validated. The monitoring instrument assesses consumer confidence together with its determinants. Model and measurement invariance were validated rigorously before developments in consumer confidence in the safety of food and its determinants were investigated over time. The results from the longitudinal analysis show that across four waves of annual data collection (2003–2006), the framework was stable and that the relative importance of the determinants of confidence was, generally, constant over time. Some changes were observed regarding the mean ratings on the latent constructs. The second study explored how newspaper coverage of food safety related issues affects consumer confidence in the safety of food through subjective consumer recall of food safety incidents. The results show that the newspaper coverage on food safety issues is positively associated with consumer recall of food safety incidents, both in terms of intensity and recency of media coverage.