Consumer risk perception towards the food safety of novel foods & implications for social communication

Psychosocial research has casted light on many factors which determine risk perception in food consumption behaviours. Attitudes, normative beliefs, perception of self-efficacy, together with emotional factors and consumption previous experiences, are all important variables that shape food consumers’ choices and need being analyzed to understand what may lead individuals to enact unsafe behaviors. Thus, an in-depth psychosocial analysis of such factors should be at the basis of any educational and communicational intervention aimed at successfully changing target’s risky behaviors. Past studies showed that food choices can be modified through diverse messages, such as cognitive and emotional appeals. Effective messages are those targeted to a specific audience, by considering related needs, concerns, and interests. In the case of food safety communication, providing relevant and accurate information about possible risks in the food supply (e.g., toxic metals in fish) is a necessary starting point. However, more studies are needed to clarify which appeals are more effective in promoting food safety behaviors according to the specific characteristics of different audiences. Furthermore, stakeholders’ engagement in food safety culture plays a crucial role in orienting change in consumers’ beliefs and risky conducts. The engagement of key stakeholders, such as journalists, healthcare professionals, teachers, in the preventive communication campaign is important to influence perceptions, attitudes, and behaviors of the general population.

The research will develop as follows: 

• Phase 1 – ANALYSIS OF CONSUMERS’ RISK PERCEPTION. 

  A quantitative analysis (survey) of the actual risk perception related to food safety in the general Italian population will be conducted, in order to detect the “most at risk” (in terms of unsafe behaviours) sectors of the population and to analyze the psychosocial determinants of the most frequent risky behaviours in the field of food safety.  

• Phase 2 – EXPERIMENTAL EDUCATIONAL INTERVENTION. 

  Through an experimental intervention, we will compare the effectiveness of different messages on food safety, involving an adequate and heterogeneous sample of consumers. Through a pre-intervention questionnaire, we will first assess consumers’ profiles based on their psychosocial features (e.g., self-efficacy, awareness of the food risk, health interests). Via a mobile app intervention, we will then send diverse message appeals regarding food safety (e.g., messages on how to properly read food labelling). Finally, we will assess the perception and the effectiveness of the intervention through a post-intervention questionnaire. We will then carry out appropriate and multivariate statistical analyses on collected data.

• Phase 3 – KEY INFLUENCERS’ ENGAGEMENT. 

  Qualitative interviews to key stakeholders (i.e., journalists, healthcare professionals, policy makers, teachers…) will be conducted, to assess their engagement in food safety related behaviours’ promotion. Moreover, a participatory workshop with a multi-stakeholder target will be conducted, to deepen opportunities and constraints for developing preventive communication campaigns dedicated to the general population and to generate ideas and insights for planning educational intervention aimed at boosting food risks perception and food safety correct behaviours. 

Data analysis will allow to assess what appeals are most effective to promote appropriate food safety behaviors, according to recipients’ characteristics. Analysis will also help identifying the main targets of the population to which address communication and educational initiatives. The results will therefore allow designing effective food safety campaigns and selecting the socio-psychological features of the recipients that should be considered when directing communication to specific audiences.