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To examine consumer concern about food safety, identify characteristics of those most concerned, and determine behavioural responses to concerns, we used mailed questionnaires to survey a random sample of 630 adults. Eighty‐eight percent of respondents were very or somewhat concerned about safety of the food supply. Subjects perceived greatest likelihood of harm from chemicals and lowest likelihood of harm from bacterial contamination. Relative to other concerns about food such as cost or taste, food safety ranked low. Because the concern was across all ages, education levels, genders, and places of residence, we were unable to define a type of person most likely to be concerned about food safety. Less than half the subjects had changed dietary behaviour in response to food safety concerns. Foods reduced or eliminated from the diet most often were meats, fruits, eggs and vegetables. The findings indicate that consumers need risk assessment education and help in making food choices that do not compromise diet quality.

The transformation of agriculture according to an industrial model has had clear benefits in improving efficiency and lowering production costs, but also has had adverse consequences on rural culture and the environment. Sustainable agriculture offers alternative practices and values intended to promote environmental stewardship, conserve resources, preserve farm traditions, and support rural communities. Strong arguments can be made that it will have these consequences, based on the interactions among agricultural structure, rural community viability, and environmental quality. However, counterarguments can also be made, and the claimed benefits of sustainable agriculture for rural communities must be regarded as not yet demonstrated.

The coping strategies used to respond to the perceived health threat of contaminated food are examined. Six hundred and thirty randomly selected adults in the state of Iowa responded to a mailed questionnaire asking their attitudes and behaviors concerning food safety. A principal component analysis of coping measure identified two distinct coping strategies–problem solving and fatalism/avoidance/ trust. Multiple regression analysis showed that the respondents who tended to be health conscious (i. e., engaged in health protective behaviors and had better quality diets) and perceived unsafe food as a personal threat and a social problem were more likely to select problem solving as a coping mechanism. The respondents who were low in health consciousness were more likely to select the approaches of fatalism/ avoidance. Social class variables did not differentiate coping strategies.