Methodological approaches to assessing risk perceptions associated with food-related hazards

Consumer trust in the dairy value chain in China: The role of trustworthiness, the melamine scandal, and the media

This study provides a deep insight into Chinese consumer trust in the Chinese dairy value chain, as a lack of trust due to the 2008 melamine scandal has been widely recognized as a barrier to the development of the domestic dairy industry in China. Based on face-to-face interviews with 954 Chinese consumers in Beijing, Shanghai, and Shijiazhuang, this study measured consumer trust in farmers, manufacturers, retailers, the government, and third parties. Consumer trust was studied by measuring the effect of beliefs on the trustworthiness of actors (i.e., competence, benevolence, integrity, credibility, and openness), and current experiences regarding the melamine scandal and the media. The results showed that the level of trust in dairy chain actors varied. The government and third parties were relatively highly trusted, whereas retailers were considered less trustworthy. The importance of consumer beliefs about trustworthiness are different among actors. Consumer belief of competence determines trust in farmers and manufacturers. For retailers, the government, and third parties, respectively, benevolence, credibility, and openness are the most important factors. Trust in dairy chain actors is still strongly negatively affected by current experiences regarding the melamine scandal, even though it occurred more than 10 years ago. Using social media to directly provide more information and establish continuous daily communication with consumers could help manufacturers and third parties to strengthen consumer trust.

Irradiation and Consumers Acceptance

Treatment of foods with irradiation is an effective means to prevent food-borne diseases which cause massive disruptions to the health and economic systems of societies. Although the safety of irradiation technology to process foods has been extensively proven and it is highly regulated, some consumers are still reluctant to accept irradiated foods. The lack of access to science-based knowledge coupled with actions from consumer groups and the need for labeling hamper the commercial success of irradiated foods that are safe and nutritious. This article provides an overview of how consumers perceive irradiated foods and the factors affecting their acceptance.

Link prediction in supernetwork: Risk perception of emergencies

After an emergency incident occurs, how to identify risks, predict trends and scientifically cope before the crisis erupts is the basic starting point of this study. In this study, a supernetwork model of the risk perception in emergencies is innovatively constructed from the perspective of the governance of risks. This supernetwork model includes three subnetworks: the similar relationship subnetwork that is composed of newly occurring emergencies, the chain relationship subnetwork that is composed of historical emergencies and the co-occurrence relationship subnetwork that is composed of the risk elements for emergencies. Afterwards, the feature similarity algorithm is applied to quantify the relations between newly occurring emergencies and historical emergencies, and then, the link prediction algorithm is applied to predict the risk elements that may be derived from the newly occurring emergencies. This will be beneficial to enhancing the scientific accuracy of decision-making by managers when coping with emergencies risks.

College Students' Experience of a Food Safety Class and Their Responses to the MSG Issue

This study examines whether students' experience in a food safety class affected their responses to the monosodium glutamate (MSG) issue and to message framing. We differentiated students into two groups depending on their involvement in a food safety class. The data were collected through in-class surveys in South Korea. A structural equation model was used where the dependent variable was students' intention to avoid MSG; the mediating variables were knowledge, trust, attitude, and risk perception; and the exogenous variable was class experience. A difference-in-differences scheme was used to analyze the interaction between class experience and message frame. Empirical results show that students who took the class had relatively more knowledge of MSG along with lower risk perceptions or fears of MSG and thus a reduced intention to avoid it. The class experience also affected their trust in overall food safety in the domestic market as well as in food-related institutions and groups. Students showed sensitivity to message framing, although the sensitivity did not statistically differ by students' class experience status. Our results imply that cultivating students' knowledge of food additives through a food safety class enables them to respond more reasonably toward food additives.

Assessment of Dairy Product Safety Supervision in Sales Link: A Fuzzy-ANP Comprehensive Evaluation Method

An evaluation index system is developed to assess food safety supervision in the sales links of dairy products. Evaluation research is conducted using the fuzzy-ANP comprehensive evaluation model to assess the product safety supervision of dairy products in the sales link based on 307,705 survey data acquired from 1,501 online and offline dairy businesses in China. Evaluation results show that (1) the overall situation of dairy product safety supervision in the sales link is encumbered by the fact that the online situation of dairy product safety supervision in the sales link is general. It does not achieve a relatively good level; (2) the investment in food safety supervision of dairy products in the sales link is insufficient for the online e-commerce platforms. Especially, the processes of reviewing and approving relevant business sales qualification must be improved; (3) online business types do not directly determine the situation of dairy product safety supervision in the sales link, but the operating environment, sales staff quality, and warehousing management are common regulatory weaknesses; and (4) for offline provinces, the level of economic development can affect the situation of dairy product safety supervision in the sales link. Aside from emphasizing sales qualifications, economically backward provinces should improve the supervision of the operating environment, sales equipment, sanitary status of workers, and other aspects.

Predictors and Extent of Institutional Trust in Government, Banks, the Media and Religious Organisations: Evidence from Cross-Sectional Surveys in Six Asia-Pacific Countries

Background

Building or maintaining institutional trust is of central importance in democratic societies since negative experiences (potentially leading to mistrust) with government or other institutions may have a much more profound effect than positive experiences (potentially maintaining trust). Healthy democracy relies on more than simply trusting the national government of the time, and is mediated through other symbols of institutional power, such as the legal system, banks, the media and religious organisations. This paper focuses on institutional trust–the level and predictors of trust in some of the major institutions in society, namely politics, the media, banks, the legal system and religious organisations. We present analyses from a consolidated dataset containing data from six countries in the Asia Pacific region–Australia, Hong Kong, Japan, South Korea, Taiwan and Thailand.

Methods

Cross-sectional surveys were undertaken in each country in 2009–10, with an overall sample of 6331. Analyses of differences in overall levels of institutional trust between countries were undertaken using Chi square analyses. Multivariate binomial logistic regression analysis was undertaken to identify socio-demographic predictors of trust in each country.

Results

Religious institutions, banks and the judicial system had the highest overall trust across all countries (70%, 70% and 67% respectively), followed by newspapers and TV (59% and 58%) and then political leaders (43%). The range of levels of higher trust between countries differed from 43% for banks (range 49% in Australia to 92% in Thailand) to 59% for newspapers (28% in Australia to 87% in Japan). Across all countries, except for Australia, trust in political leaders had the lowest scores, particularly in Japan and South Korea (25% in both countries). In Thailand, people expressed the most trust in religious organisations (94%), banks (92%) and in their judicial/legal system (89%). In Hong Kong, people expressed the highest level of trust in their judicial/legal system (89%), followed by religious organisations (75%) and banks (77%). Australian respondents reported the least amount of trust in TV/media (24%) and press/newspapers (28%). South Korea put the least trust in their political leaders (25%), their legal system (43%) and religious organisations (45%). The key predictors of lower trust in institutions across all countries were males, people under 44 years and people unsatisfied with the health and standard of living.

Conclusion

We interpreted our data using Fukuyama’s theory of ‘high/low trust’ societies. The levels of institutional trust in each society did not conform to our hypothesis, with Thailand exhibiting the highest trust (predicted to be medium level), Hong Kong and Japan exhibiting medium trust (predicted to be low and high respectively) and Australia and South Korea exhibiting low trust (predicted to be high and medium respectively). Taiwan was the only country where the actual and predicted trust was the same, namely low trust. Given the fact that these predictors crossed national boundaries and institutional types, further research and policy should focus specifically on improving trust within these groups in order that they can be empowered to play a more central role in democratic vitality.

Student Perceptions of School Violence

This study is the first to document optimistic bias among middle and high school students within the context of school violence. Findings from a survey of 1,508 students indicate that optimistic bias provides a good framework for understanding students’ perceptions of school violence, suggesting a course of action to decrease bias in order to encourage students to take self-protective measures. The study also explores the relative contributions of personal attributes and the media in the creation and preservation of optimistic biases.

A paratactic subjective-objective weighting methods and SVM risk assessment model applied in textile and apparel safety

Purpose

– The purpose of this paper is to explore a descriptive framework for a more structured and objective evaluation of the risk situation of textile and apparel, also to find the best set of methods or optimal scientific grounds for the safety evaluation of textile and apparel.

Design/methodology/approach

– Risk analysis theory is used to analyze potential hazard of textile and apparel, weight is given to risk indicators using subjective and objective weighting method, respectively, grading standards of safe risk of textile and apparel is made. Finally a safety risk assessment model of textile and apparel based on support vector machine (SVM) is built, and empirical analysis is also made.

Findings

– Quantitative and highly reliable evaluation of textile and apparel risks, relatively easy grading classification and simplicity in operating the evaluation process are the advantages that promote the application of risk assessment model based on SVM for textile and apparel, and empirical analysis showed considerably good applicability.

Practical implications

– The research is useful to ensure safety textile and apparel in market, also contributing to the sustainable development of textile industries in future.

Originality/value

– SVM as a risk assessment method provided safety evaluation to toxic and harmful substance and small parts in textile and apparel, which can be an effective tool to monitor textile and apparel safety.

Ethics, Risk and Benefits Associated with Different Applications of Nanotechnology: a Comparison of Expert and Consumer Perceptions of Drivers of Societal Acceptance

Examining those risk and benefit perceptions utilised in the formation of attitudes and opinions about emerging technologies such as nanotechnology can be useful for both industry and policy makers involved in their development, implementation and regulation. A broad range of different socio-psychological and affective factors may influence consumer responses to different applications of nanotechnology, including ethical concerns. A useful approach to identifying relevant consumer concerns and innovation priorities is to develop predictive constructs which can be used to differentiate applications of nanotechnology in a way which is meaningful to consumers. This requires elicitation of attitudinal constructs from consumers, rather than measuring attitudes assumed to be important by the researcher. Psychological factors influencing societal responses to 15 applications of nanotechnology drawn from different application areas (e.g. medicine, agriculture and environment, food, military, sports, and cosmetics) were identified using repertory grid method in conjunction with generalised Procrustes analysis. The results suggested that people differentiate nanotechnology applications based on the extent to which they perceive them to be beneficial, useful, necessary and important. The benefits may be offset by perceived risks focusing on fear and ethical concerns. Compared to an earlier expert study on societal acceptance of nanotechnology, consumers emphasised ethical issues compared to experts but had less concern regarding potential physical contact with the product and time to market introduction. Consumers envisaged fewer issues with several applications compared to experts, in particular food applications.

Psychological determinants of consumer acceptance of personalised nutrition in 9 European countries

Objective

To develop a model of the psychological factors which predict people’s intention to adopt personalised nutrition. Potential determinants of adoption included perceived risk and benefit, perceived self-efficacy, internal locus of control and health commitment.

Methods

A questionnaire, developed from exploratory study data and the existing theoretical literature, and including validated psychological scales was administered to N = 9381 participants from 9 European countries (Germany, Greece, Ireland, Poland, Portugal, Spain, the Netherlands, the UK, and Norway).

Results

Structural equation modelling indicated that the greater participants’ perceived benefits to be associated with personalised nutrition, the more positive their attitudes were towards personalised nutrition, and the greater their intention to adopt it. Higher levels of nutrition self-efficacy were related to more positive attitudes towards, and a greater expressed intention to adopt, personalised nutrition. Other constructs positively impacting attitudes towards personalised nutrition included more positive perceptions of the efficacy of regulatory control to protect consumers (e.g. in relation to personal data protection), higher self-reported internal health locus of control, and health commitment. Although higher perceived risk had a negative relationship with attitude and an inverse relationship with perceived benefit, its effects on attitude and intention to adopt personalised nutrition was less influential than perceived benefit. The model was stable across the different European countries, suggesting that psychological factors determining adoption of personalised nutrition have generic applicability across different European countries.

Conclusion

The results suggest that transparent provision of information about potential benefits, and protection of consumers’ personal data is important for adoption, delivery of public health benefits, and commercialisation of personalised nutrition.

Investigating heterogeneity in the characterization of risks using best worst scaling

This research proposes and implements a new approach to the elicitation and analysis of perceptions of risk. We use best worst scaling (BWS) to elicit the levels of control respondents believe they have over risks and the level of concern those risks prompt. The approach seeks perceptions of control and concern over a large risk set and the elicitation method is structured so as to reduce the cognitive burden typically associated with ranking over large sets. The BWS approach is designed to yield strong discrimination over items. Further, the approach permits derivation of individual-level values, in this case of perceptions of control and worry, and analysis of how these vary over observable characteristics, through estimation of random parameter logit models. The approach is implemented for a set of 20 food and nonfood risks. The results show considerable heterogeneity in perceptions of control and worry, that the degree of heterogeneity varies across the risks, and that women systematically consider themselves to have less control over the risks than men.

Factors affecting food choice in relation to fruit and vegetable intake: a review

The present review provides an investigation into the food choice decisions made by individuals in relation to fruit and vegetable consumption. A comprehensive body of evidence now exists concerning the protective effect of fruit and vegetables against a number of diseases, particularly cardiovascular disease and certain forms of cancer. Current UK recommendations are to increase intakes of fruit and vegetables to 400 g/person per d. In the main body of the review the factors that affect food choice decisions of adults in relation to fruit and vegetable consumption are studied, following a suggested framework of food choice. Factors covered include sensory appeal, familiarity and habit, social interactions, cost, availability, time constraints, personal ideology, media and advertising and health. The content of the review shows just how complex the food choice process can be. Health promotion techniques can be better targeted towards certain groups of individuals, all holding similar sets of values, when making food choice decisions. Food choice, in relation to fruit and vegetable intake, needs to be studied in more depth, in order to provide effective nutrition education programmes, in particular the sets of priorities that different sub-groups of the population consider when making food choice decisions.

Adolescent optimistic bias toward HIV/AIDS in Seoul, South Korea

The reported rates of HIV/AIDS cases and risky sexual behaviors have increased among adolescents in South Korea. This study reports the presence, impact, and development of optimistic bias toward HIV/AIDS in Korean adolescents. Survey data from 2996 participants were randomly collected from 8 high school and 8 middle school students in Seoul, South Korea. This study found that Korean high and middle school students had greater optimistic bias toward HIV/AIDS compared with their peers (P = .000). Involvement (r = -0.19; P < .01) decreased optimistic bias, whereas self-esteem (r = 0.13; P < .01) and self-control (r = 0.22; P < .01) increased it. Univariate analysis results indicated that gender and academic performance significantly influenced optimistic bias. However, according to hierarchical multiple regression, this significance was lost, and involvement, self-esteem, and self-control exerted a greater effect. Equipping Korean adolescents with involvement, awareness, and tailored interventions will reduce optimistic bias and yield greater protection against HIV/AIDS.

A multifactorial risk prioritization framework for foodborne pathogens

We develop a prioritization framework for foodborne risks that considers public health impact as well as three other factors (market impact, consumer risk acceptance and perception, and social sensitivity). Canadian case studies are presented for six pathogen-food combinations: Campylobacter spp. in chicken; Salmonella spp. in chicken and spinach; Escherichia coli O157 in spinach and beef; and Listeria monocytogenes in ready-to-eat meats. Public health impact is measured by disability-adjusted life years and the cost of illness. Market impact is quantified by the economic importance of the domestic market. Likert-type scales are used to capture consumer perception and acceptance of risk and social sensitivity to impacts on vulnerable consumer groups and industries. Risk ranking is facilitated through the development of a knowledge database presented in the format of info cards and the use of multicriteria decision analysis (MCDA) to aggregate the four factors. Three scenarios representing different stakeholders illustrate the use of MCDA to arrive at rankings of pathogen-food combinations that reflect different criteria weights. The framework provides a flexible instrument to support policymakers in complex risk prioritization decision making when different stakeholder groups are involved and when multiple pathogen-food combinations are compared.

The roles of group membership, beliefs, and norms in ecological risk perception

Variability in ecological risk perceptions was investigated by surveying members of four stakeholder groups commonly involved in environmental policy debates. Fifty-six individuals from government, industry, environmental, and general-public groups completed a risk-perception survey in which they evaluated 34 environmental hazards on 17 attributes and also evaluated the riskiness and acceptability of each hazard. In addition, participants reported their environmental beliefs and norms using Dunlap et al.'s revised New Ecological Paradigm Scale and modified versions of Schwartz's Awareness of Consequences and Personal Norms Scales. Group membership was predictive of participants' scores on the belief and norm scales. Factor analysis of attribute ratings (averaged across participants) revealed the anticipated three oblique factors: ecological impacts, scientific understanding, and aesthetic impacts. Factor patterns were very similar for the four stakeholder groups. Factors from the aggregate analysis were predictive of individuals' riskiness judgments, but these relationships were moderated by participants' group membership, beliefs, and norms. Compared to members of other groups, members of the general public placed less emphasis on ecological impacts and more emphasis on the other two factors when judging the ecological riskiness of hazards. To our knowledge, these results represent the first formal tests of interactions between hazard characteristics and participant characteristics in determining riskiness judgments, and illustrate how traditional psychometric analyses can be successfully coupled with individual-difference measures to improve the understanding of risk perception.

Intended message versus message received in hypothetical physician risk communications: exploring the gap

We examined the risk perception that is derived from hypothetical physician risk communications. Subjects (n= 217) completed a questionnaire on the Web for $3. Subjects were presented with four hypothetical cancer risk scenarios that included a physician risk communication in one of three risk communication formats: verbal only, verbal plus numeric probability as a percent, and verbal plus numeric probability as a fraction. In each scenario, subjects were asked to imagine themselves as the patient described and to state their perceived personal susceptibility to the cancer (i.e., risk perception) on a 0 to 100 scale, as well as responses to other measures. Subjects' risk perceptions were highly variable, spanning nearly the entire probability scale for each scenario, and the degree of variation was only slightly less in the risk communication formats in which a numeric statement of risk was provided. Subjects were more likely to overestimate than underestimate their risk relative to the stated risk in the numeric versions, and overestimation was associated with the belief that the physician minimized the risk so they wouldn't worry, innumeracy, and worry, as well as decisions about testing for the cancer. These results demonstrate significant gaps between the intended message and the message received in physician risk communications. Implications for medical decisions, patient distress, and future research are discussed.

Reactions to genetically modified food crops and how perception of risks and benefits influences consumers' information gathering

Previous research has reported strong consumer perception that genetically modified (GM) food crops may lead to adverse outcomes in a number of different areas. This is despite the widespread promulgation of the potential benefits and opportunities ascribed to the same technology by many scientists and other experts. A computer-based information gathering and evaluation task was completed by 198 adults to assess the extent to which their initial focus on the dangers or opportunities of genetic modification, or both, could be ascribed to the manner in which they gathered information on the topic (heuristically vs. systematically). Results did not confirm the hypothesis that initial focus (risks, benefits, or both) predicted ongoing information gathering and evaluation behavior. Moreover, also contrary to prediction, most participants primarily used systematic strategies when deriving their initial position, regardless of that opinion. Participants found it difficult to achieve a balanced perspective on GM food crop, even though balanced argument, as measured by order of story selection and time spent reading, was preferred as the source of information. Perceived importance is probably the most influential variable determining information gathering about issues or events to which a level of risk is attached.

Consumer risk perceptions toward agricultural biotechnology, self-protection, and food demand: the case of milk in the United States

This study is an econometric systems approach to modeling the factors and linkages affecting risk perceptions toward agricultural biotechnology, self-protection actions, and food demand. This model is applied to milk in the United States, but it can be adapted to other products as well as other categories of risk perceptions. The contribution of this formulation is the ability to examine how explanatory factors influence risk perceptions and whether they translate into behavior and ultimately what impact this has on aggregate markets. Hadden's outrage factors on heightening risk perceptions are among the factors examined. In particular, the article examines the role of labeling as a means of permitting informed consent to mitigate outrage factors. The effects of attitudinal, economic, and demographic factors on risk perceptions are also explored, as well as the linkage between risk perceptions, consumer behavior, and food demand. Because risk perceptions and self-protection actions are categorical variables and demand is a continuous variable, the model is estimated as a two-stage mixed system with a covariance correction procedure suggested by Amemiya. The findings indicate that it is the availability of labeling, not the price difference, between that labeled milk and milk produced with recombinant bovine Somatotropin (rbST) that significantly affects consumer's selection of rbST-free milk. The results indicate that greater availability of labeled milk would not only significantly increase the proportion of consumers who purchased labeled milk, its availability would also reduce the perception of risk associated with rbST, whether consumers purchase it or not. In other words, availability of rbST-free milk translates into lower risk perceptions toward milk produced with rbST.

Beyond the knowledge deficit: recent research into lay and expert attitudes to food risks

The paper reviews psychological and social scientific research on lay attitudes to food risks. Many experts (scientists, food producers and public health advisors) regard public unease about food risks as excessive. This expert-lay discrepancy is often attributed to a 'knowledge deficit' among lay people. However, much research in psychology and sociology suggests that lay risk assessments are complex, situationally sensitive expressions of personal value systems. The paper is organised around four themes: risk perception, the communication of risk, lay handling of risk, and public trust in institutions and experts. It suggests that an interdisciplinary, contextualised and psychologically sound approach to the study of risk is needed.

THE EFFECTS OF SOCIAL TRUST ON CONSUMER PERCEPTIONS OF FOOD SAFETY

This study investigated the extent to which social trust affects consumers’food safety opinions. Additionally, it examined the determinants of social trust in governmental agencies and advocacy groups responsible for food safety. It also examined relationships between trust and food safety opinions. The data came from a social survey administered by mail to 289 adults in the Minneapolis/Minnesota metropolitan area. The results show support for a conceptual distinction between food safety worry and concern, which, respectively, reflect emotional and cognitive consumer risk assessments. Social trust significantly affected worry, but not concern. Environmentalism and social-demographic variables had significant total effects, but not significant direct effects, on trust, worry, and concern.

Public perception of a range of potential food risks in the United Kingdom

This study aimed to use a standard questionnaire to obtain a nationally representative sample of opinions on a range of potential food risks. Participants were a national sample of 1182 subjects selected using three different approaches: random and sentinel postal samples and a telephone survey. A modified psychometric questionnaire (the Perceived Food Risk Index) was administered to subjects on three occasions, spanning five time-points. Baseline data collection was undertaken from October to December 1998 (phase 1). The second wave of data collection was undertaken over three time-points in February, April and July 1999 (one-third of respondents to phase 1 at each time-point - data combined as phase 2), and the final phase of data collection was between October and December 1999 (phase 3). Principal components analysis was used to assess the intercorrelations between the items on the questionnaire. Two main components were identified as 'dread' and 'knowledge'. Saturated fats were perceived as the least dreaded and the most known of the potential risks considered, while bovine spongiform encephalopathy and Salmonella were the risks dreaded the most. There was a slight perception that the potential risks had become more known over the year, especially for growth hormones. This study has raised a number of important issues for risk communicators. Despite current policy aimed at reducing fat intake, this will be difficult to achieve at a population level since people are not worried about its impact, yet food safety continues to be a significant concern to the public.