Uncovering the mind-sets of consumers towards food safety messages

作者：Saulo Aurora A^*; Moskowitz Howard R

来源：Food Quality and Preference, 2011, 22(5): 422-432.

DOI：10.1016/j.foodqual.2011.02.005

• Food safety messages
• Food safety RDE
• Consumer mind-set
• Perceived food interest
• Perceived food safety
• IdeaMap (R).Net

Knowing the specific characteristics which trigger a strong sense of safe versus unsafe allows risk communicators to reach consumers effectively with targeted messages. Using experimental design of ideas and conjoint measurement, we assessed consumer interest in and perceived safety of food characteristics that consumers think to be important when they make a purchase decision. The study identified the specific characteristics and the associated phrasing. The data generate a database by which we understand the perceptions of risk. In turn the database shows how these risk perceptions vary by conventional subgroups (age, gender, ethnicity), and by different mind-sets that exist in the population. The results combine insights about acceptance with insights about safety, answering questions that could not have been previously addressed in this efficient, quantitative way. The study is the first in a series designed to create a large-scale database of safety for food, beverage, and eating situation, based on the perceptions of consumers. The study opens up a new area for consumer understanding dealing with the perception of intangible topics including safety, compliance, and 'good-for-you'. Published by Elsevier Ltd.

• 出版日期2011-7