Food Scares and Trust: A European Study |
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| Authors: | Mario Mazzocchi Alexandra Lobb W Bruce Traill Alessio Cavicchi |
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| Institution: | Mario Mazzocchi is based in the Department of Statistics, University of Bologna, Bologna, Italy. E‐mail: for correspondence. Alexandra Lobb and W. Bruce Traill are based in the Department of Agricultural and Food Economics, The University of Reading, UK. Alessio Cavicchi is based in the Department of Studies on Economic Development, University of Macerata. The authors would like to thank three anonymous referees and the editor for their insightful comments and we note the benefit these have had on the quality of this article. Research supported by the European Commission, Quality of Life Programme, Key Action 1 ‐ Food, Nutrition, and Health, Research Project ‘‘Food Risk Communication and Consumers’ Trust in the Food Supply Chain ‐ TRUST’’ (contract no. QLK1‐CT‐2002‐02343). |
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| Abstract: | The complex interactions between the determinants of food purchase under risk are explored using the SPARTA model, based on the theory of planned behaviour, and estimated through a combination of multivariate statistical techniques. The application investigates chicken consumption choices in two scenarios: (a) a ‘standard’ purchasing situation; and (b) following a hypothetical Salmonella scare. The data are from a nationally representative survey of 2,725 respondents from five European countries: France, Germany, Italy, the Netherlands and the United Kingdom. Results show that the effects and interactions of behavioural determinants vary significantly within Europe. Only in the case of a food scare do risk perceptions and trust come into play. The policy priority should be on building and maintaining trust in food and health authorities and research institutions, while food chain actors could mitigate the consequences of a food scare through public trust. No relationship is found between socio‐demographic variables and consumer trust in food safety information. |
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| Keywords: | Chicken consumer behaviour food safety information risk perception theory of planned behaviour trust |
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