Development of an effective tool for risk communication about food safety issues after the Fukushima nuclear accident: What should be considered?

Consumers' Food Safety Risk Communication on Social Media Following the Suan Tang Zi Accident: An Extended Protection Motivation Theory Perspective

There are many hidden safety hazards in homemade food due to an absence of food preparation and storage knowledge, and this has led to many food safety incidents. The purpose of this study was to explore the influencing factors of consumers’ food risk communication behavior on social media in northeast China, using the protection motivation theory. We integrate the Suan Tang Zi food poisoning accident and the protection motivation theory to develop a conceptual model to predict food safety risk communication on social media. We conducted a questionnaire which adapted measures from the existing Likert scales. A total of 789 respondents from northeast China participated in this study. We tested our hypotheses using a structural equation model. Results show that perceived severity, perceived vulnerability and self-efficacy have a significant influence on consumer protection motivation. Response efficacies have a positive impact on consumer protection motivation, but response barriers have a negative impact on consumer protection motivation. Additionally, information need and protection motivation of consumers have a significant impact on food safety risk communication on social media. Overall, the protection motivation theory accounted for 71% of the variance in food safety risk communication on social media. Practical implications and suggestions are proposed for the related stakeholders, as well as consumers, to encourage the public to participate in the food risk communication in this study. The research findings presented the social media as a kind of food risk communication channel contributes to consumers acquire accurate information on food quickly, in turn, reduce the probability of food poisoning in daily life. Protection motivation theory may provide some insights into how we can increase the rate of food safety risk communication on social media.

Technical assistance in the field of risk communication

This report assesses peer-reviewed and grey literature on risk communication concepts and practices, as requested by the European Commission to support the implementation of a 'General Plan for Risk Communication', i.e. an integrated framework for EU food safety risk assessors and risk managers at Union and national level, as required by the revised EU General Food Law Regulation. We conducted a scoping review of social research studies and official reports in relation to risk communication in the following areas: understanding and awareness of risk analysis roles and tasks, reducing misunderstanding of the different meaning of the terms 'hazard' and 'risk', tackling misinformation and disinformation, enhancing confidence in EU food safety, taking account of risk perceptions, key factors in trade-offs about risks, audience segmentation and tools, channels and mechanisms for coordinated risk communications. We structured our findings as follows: i) definitions of key concepts, ii) audience analysis and information requirements, iii) risk profiling, models and mechanisms, iv) contributions to communication strategies. We make several recommendations for consideration by the Commission, both in terms of actions to support the design and implementation of the general plan, and research needs that we consider crucial to further inform appropriate risk communication in the EU. EFSA carried out a targeted consultation of experts and a public consultation open to all interested parties including the general public, in preparing and finalising this report.

A Closer Look at Changes in High-Risk Food-Handling Behaviors and Perceptions of Primary Food Handlers at Home in South Korea across Time

Food-handling behaviors and risk perceptions among primary food handlers were investigated by consumer surveys from different subjects in 2010 (N = 609; 1st survey will be called here “Year 2010”) and 2019 (N = 605; 2nd survey will be called here “Year 2019”). Year 2010 was characterized by consumers’ risk perception-behavior gap (i.e., consumers knew safe methods for food-handling, but responses regarding the behaviors did not support their confidence in food safety): they (1) did not wash/trim foods before storage, (2) thawed frozen foods at room temperature, and (3) exposed leftovers to danger zone temperatures. These trends were not improved and the gaps in Year 2010 remained in Year 2019. Year 2010 was also characterized by other common high-risk behaviors improved during 8 years for the following aspects: (1) 70.0% of consumers divided a large portion of food into smaller pieces for storage, but few consumers (12.5%) labeled divided foods with relevant information, and (2) they excessively reused kitchen utensils. Whereas in Year 2019, more consumers (25.7%) labeled food and usage periods for kitchen utensils were shortened. Consumers usually conformed to food safety rules in both Year 2010 and 2019: (1) separate storage of foods, (2) storage of foods in the proper places/periods, (3) washing fruits/vegetables before eating, (4) washing hands after handling potentially hazardous foods, and (5) cooking foods and reheating leftovers to eat. Our findings provided resources for understanding consumers’ high-risk behaviors/perceptions at home, highlighting the importance of behavioral control.

Changes in Consumers' Food Purchase and Transport Behaviors over a Decade (2010 to 2019) Following Health and Convenience Food Trends

Although consumers’ food purchase/transport have been reported as causes of food safety risks, there is a lack of empirical data that are feasible to identify persistent and emerging risky behaviors of consumers. This longitudinal trend study consists of individual consumer surveys in 2010 (n = 609) and 2019 (n = 605) to analyze changes in risky behaviors linked to food purchase/transport over a decade. Overall, the results identified purchase/transport time and purchase order as the emerging and unchanged risk factors, respectively. Consumers’ preferences into channels for purchase (large discount stores rather than small/traditional markets) and transport (using cars or delivery) implied the convenience as the noticeable trend. Whereas, unexpected increases in purchase/transport time highlighted the underestimated risks in long-term exposure of foods under inadequate temperature. Food should not be exposed to danger zones > 1–2 h, but consumers might be unaware of the risk especially for preferred channels (e.g., 77 and 36 min. are required for purchase and transport from large discount stores, respectively). In the case of unchanged risky behavior, more than half of consumers in both surveys did not follow proper purchasing orders. Our findings highlight the necessity for novel countermeasures and the improvement of current consumer guidelines against emerging and unchanged risky behaviors, respectively.