Social norms and risk communication

• Published in: Trends in food science & technology 2019-02, Vol.84, p.62-63
• Main Authors: Scholderer, Joachim, Veflen, Nina
• Format: Article
• Language: English
• Subjects: Contamination; Cooking; Food; Food contamination; Food handling; Food safety; Handling; Human behavior; Hygiene; Norms; Pollution control; Risk communication; Risk perception; Social behavior; Social norms; Temperature control
• ISSN: 0924-2244; 1879-3053
• DOI: 10.1016/j.tifs.2018.08.002

Social norms are beliefs about what people in general would consider appropriate behaviour in a particular social context. In this mini-review, we summarise research on the role of social norms in the context of safe food handling practices. We review existing evidence regarding the influence of social norms on food handling practices related to cross-contamination and hygiene, time-temperature control and adequate cooking. Furthermore, we discuss the consequences of biases in social norms and how they might be mitigated by norm-oriented risk communication messages. Finally, we discuss potential conflicts between norms that are instrumental for safe food handling practices and norms that are instrumental for maintaining social relationships, and suggest directions for future research. •Social norms have a similarly strong influence on food safety-relevant behaviours as risk perceptions or food safety campaigns in the media.•When unsafe food handling practices are the result of biased social norms, it may be possible to use simple messages to “correct” the norms.•As yet, however, only few studies have evaluated the effectiveness of norm interventions in food safety contexts.•Food safety-relevant norms may be in conflict with other social norms (e.g., norms regarding the appropriate behaviour of hosts and guests).•Empirical research on norm conflicts is underway but implications for risk communication still have to be explored.