Understanding Consumer Confidence in the Safety of Food: Its Two‐Dimensional Structure and Determinants

Abstract

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.

Consumer’s stated trust in the food industry and meat purchases

“…Consumer's confidence in food safety in general is assessed through the constructs 'optimism' and 'pessimism' that have been defined by De Jonge et al (2007). Items measuring optimism include "I am confident that food products are safe" and "I am satisfied with the safety of food products".…”

Public Perceptions of Food-related Risks: A Cross-national Investigation of Individual and Contextual Influences

“…Unlike previous studies, which estimate only a linear age effect (c.f. De Jonge et al 2007), results show a significant quadratic effect for age (p < .001). Concerns about both food risks increase significantly with age until respondents are in their 50s, after which concerns tend to decline.…”

Moderating effect of perceived risk on the relationship between product safety and intention

“…To measure the constructs of product safety, this study used four items adapted from three sources (de Jonge et al, 2007;Michaelidou & Hassan, 2008;Rimal, 2005). Perception of risk is measured using five items adapted from three sources (Forsythe et al, 2006;Huy Tuu et al, 2010;Liu et al, 2013;Lynch & Berry, 2007).…”