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Understanding consumer perception of risk and how it affects behaviour is a key issue for both consumers and the food industry. This paper aims to assess the food safety risks consumers associate with purchasing minced beef and to ascertain the most prevalent of these risks. Results show that consumers are most concerned about the physical, psychological and performance risks associated with minced beef. Physical risk pertains to perceived threats the product poses to the health of the consumer, while psychological risk refers to perceived worries or concerns of the consumer regarding the safety of a product. Performance risk relates to the risk associated with the product not reaching consumer expectations in terms of taste, nutrition or value for money. These three dimensions account for 58 per cent of the variance in overall perceived risk. An understanding of the perceived risk concept enables retailers and manufacturers to develop effective risk communication and marketing programmes.

Illnesses from foodborne pathogens are one of the most widespread public health concerns worldwide. Because of the more frequent contamination of foods of animal origin with these pathogens, these foods have an inherent food safety risk and require caution when handling. Minced beef, with its large surface area and its moist and nutritive flesh, is particularly susceptible to contamination. This study was designed to investigate consumer food‐handling practices in regard to minced beef. A sample of 485 minced beef consumers, who were also the main shoppers and food handlers in their homes, were interviewed. It was found out that many failed to store minced beef on the correct shelf of the fridge and to use the correct procedures for defrosting meat. These should be the focus of future food safety campaigns, especially targeting those with lower education levels and from lower socio‐economic groups.

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