Public perception of scientific uncertainty in relation to food hazards

The research reported here aims to understand how people react to statements expressing risk uncertainty information in the context of a commonly experienced potential hazard, food related risks. Public perception of seriousness of risk for themselves, and for other people was examined for different types of uncertainty, for each of five different food hazards. The results indicated that participants responded to the different types of uncertainty in a uniform way, suggesting that perception of risk associated with uncertainty is not affected by the 'type' of uncertainty. The results further indicated that the seriousness of risk, in the presence of statements of uncertainty, was perceived to be greater for pesticides and genetic modification compared to BSE, high fat diets and Salmonella . It was argued that this could be due to the perceptions of low personal control, and high societal responsibility to protect people and societal control over exposure to the potential risks of pesticides and genetic modification. Under circumstances where people feel they have little personal control over their exposure to a particular hazard, and those social institutions that are perceived to be in control of protecting the public indicate that there is uncertainty associated with risk estimates, the hazard may appear to be 'out of control', which is associated with a perception of serious risk.     

Consumer perceptions of risks of chemical and microbiological contaminants associated with food chains: a cross-national study

The development and implementation of effective systems to identify vulnerabilities in food chains to chemical and microbiological contaminants must take account of consumer priorities and preferences. The present investigation attempted to understand consumer perceptions associated with chemical and microbiological contaminants in four specific food chains (drinking water, farmed salmon, chicken and milk powder). To this end, ten focus group discussions were held in five different countries (Poland, Ireland, the Netherlands, France and Brazil). Consumers expressed higher concerns about chemical, as compared with microbial, contaminants. Chemical contaminants were more strongly associated with the potential for severe consequences, long-term effects and lack of personal control. Traceability was considered by consumers as a useful tool that offers the potential to improve consumer confidence in food safety.     

The views of key stakeholders on an evolving food risk governance framework: Results from a Delphi study

Evidence of a decline in public trust associated with food risk governance over recent years has called into question the appropriateness of the current dominant risk analysis framework. Within the EU-funded SAFE FOODS project a novel risk analysis framework has been developed that attempts to address potential shortcomings by increasing stakeholder (including consumer) input, improving transparency, and formally incorporating benefit and non-health aspects into the analysis. To assess the viability of this novel framework, the views of food risk experts from the EU and beyond were sought using a distributed online questionnaire process called Delphi. In this paper the main results of this survey are described, revealing varying levels of support for the key innovations of the novel framework. Implications of our results for the new and old frameworks, for the future of risk analysis, and for the policy community more widely, are discussed.     

Consumer perceptions of best practice in food risk communication and management: Implications for risk analysis policy

As a consequence of recent food safety incidents, consumer trust in European food safety management has diminished. A risk governance framework that formally institutes stakeholder (including consumer) consultation and dialogue through a transparent and accountable process has been proposed, with due emphasis on risk communication. This paper delivers actionable policy recommendations based on consumer preferences for different approaches to food risk management. These results suggest that risk communication should be informed by knowledge of consumer risk perceptions and information needs, including individual differences in consumer preferences and requirements, and differences in these relating to socio-historical context associated with regulation. In addition, information about what is being done to identify, prevent and manage food risks needs to be communicated to consumers, together with consistent messages regarding preventative programs, enforcement systems, and scientific uncertainty and variability associated with risk assessments. Cross-cultural differences in consumer perception and information preferences suggest a national or regional strategy for food risk communication may be more effective than one applied at a pan-European level.     

The quality of food risk management in Europe: Perspectives and priorities

In this paper, we address the issue of food risk management as practised in Western Europe. We begin by considering how food risks are managed, and then go on to consider how well they are managed. There are multiple answers to the ‘how well’ question, which are related to the varied perspectives of the different key stakeholders – from the food risk managers and producers, to the general public and the media. Consequently, there is no clear answer to the question of quality. What our review does identify is two priorities relevant to our understanding of effective food risk management: first, a need for further research to determine the source and nature of the different evaluative perspectives, and second, a need for the key stakeholders to appreciate and understand the alternative perspectives in order to enhance the effectiveness of the food risk management process.     

Consumer Attitudes and Decision-Making With Regard to Genetically Engineered Food Products – A Review of the Literature and a Presentation of Models for Future Research

Few studies have to date explained consumer attitudes and purchase decisions with regard to genetically engineered food products. However, the increased marketing of genetically engineered food products and the considerable concern that consumers seem to express with regard to the technology call for the development of a theoretical basis for research into these issues. The aim of this article is to present three models which the authors have developed to explain consumer attitudes, buying behaviour, and attitude change with regard to genetically engineered food products.All three models build on established consumer behaviour theory and on existing and comparable research in the field. Consumer attitudes toward genetic engineering in food products are explained in an attitude model that builds on Fishbein's multiattribute attitude model but deviates from Fishbein's model in a number of ways. Consumer buying behaviour with regard to specific genetically engineered food products is explained in a behavioural intention model which uses Ajzen's Theory of planned Behavior as its point of departure. How consumers' attitudes towards genetically engineered food products are affected by various information strategies, finally, is explained in an attitude change model which integrates aspects of the Elaboration Likelihood Model and Social Judgment Theory. The model specifically takes into account the impact of source credibility and various informational factors, such as persuasive content of the information provided, on attitudes.     

Understanding public attitudes to technology

The social context which surrounds technology is likely to be one of the most important determinants of its future development and application. The application of repertory grid techniques (n = 26) in conjunction with generalized Procrustes analysis identified important psychological constructs which determine attitude. A larger survey study (n = 227) examined the reliability and predictive capacity of these items in quantifying attitudes to technology. Factor analysis identified two sub-scales, which appeared to assess perceptions of technological risk and benefit. Internal reliability of the two sub-scales was high, and had pleasing face validity and predictive capacity. An inverse relationship between perceived risk and benefit was found, consistent with previous research in risk perception. Discussion is made of reducing inappropriately high risk perceptions through effective communication of benefits, and vice versa, with the caveat that such an effect is only likely to be observed for technologies where public opinion is uncrystallized and knowledge is low.     

The Biotechnology Communication Paradox: Experimental Evidence and the Need for a New Strategy

In the past, communication strategies aimed at facilitating consumer acceptance of genetically modified foods have focused on technology-driven, top-down practices. The utility of these practices in influencing the extent to which consumers accept specific GM foods was tested in attitude change experiments involving 1655 consumers from Denmark, Germany, Italy, and the UK. Different information strategies were tested against a control group for their ability to change consumer attitudes. No attitude change occurred. Rather, results indicate that all strategies had a uniform attitude activation effect that significantly decreased consumers' preferences for GM foods as compared to the control group. The discussion focuses on why technology-driven information strategies have failed to convince consumers of the merits of GM foods, and relates these results to recent changes in consumer policy that are aimed at engaging consumers in the debate about innovation processes rather than attempting to align their views with those held by expert communities.     

Consumer needs and requirements for food and ingredient traceability information

The introduction of improved food traceability systems has aimed to restore consumer confidence in food safety and quality, in part by being able to provide consumers with more information about the origins of foods and food ingredients. However, little is known about consumers' opinions and beliefs associated with traceability, nor their preferences for information provision. In the current paper, consumer information needs and requirements regarding traceability are investigated. Semi‐structured interviews with consumers in four European countries focused on the need for traceability, the preferred means of communication, labelling and bodies held responsible for traceability and dealing with fraud. Results show that there is a clear consumer need for varied information about food and the production processes involved. Rigorous and accountable traceability systems may assist in making such information available to consumers.     

Food allergic consumers' preferences for labelling practices: a qualitative study in a real shopping environment

Food allergy is a chronic disease that can only be managed through avoidance of problematic proteins in the diet. Inappropriate communication about food allergens can cause stress and insecurity, which may have a negative impact on quality of life. The aim was to investigate whether information provided through current labelling practices meets the need of food allergic consumers. A total of 40 participants (20 adult food allergy suffers and 20 parents of food allergic children) were recruited from two different European countries (Greece and The Netherlands), and interviewed while shopping in a supermarket. Participants were asked to purchase 15 potentially problematic food items as if for their own household. Their information search behaviour was observed, and participants were questioned about their preferences for food allergen information provision. Participants reported experiencing problems associated with current food allergy information provision. It was reported that inappropriate use of fonts, colours and languages, application of precautionary labelling and lack of harmonization in labelling practices across countries can cause (un)necessary dietary restrictions for food allergic consumers. Research is needed to investigate the feasibility and implementation possibilities for new information delivery strategies and amendments to existing European labelling policy.