Using bestaworst scaling to explore perceptions of relative responsibility for ensuring food safety

• Published in: Food policy 2012-12, Vol.37 (6), p.661-670
• Main Authors: Erdem, Seda, Rigby, Dan, Wossink, Ada
• Format: Article
• Language: English
• Subjects: Consumers; Foods; Meat; Perception; Policies; Risk management; Safety; Supply chains
• ISSN: 0306-9192
• DOI: 10.1016/j.foodpol.2012.07.010

We examine stakeholdersa perceptions of the share of the overall responsibility of each stage in the food supply chain has in ensuring that the meat people cook and eat at home is safe to consume. We elicit these perceptions of relative responsibility via surveys using the bestaworst scaling technique and analyse the data via Bayesian estimation of mixed logit models. Results are reported for two groups of stakeholders: consumers and farmers, and for two meat food chains: chicken and beef. The results reveal that consumers tend to think farmers are more responsible for ensuring meat safety than farmers do. Similarly, farmers tend to think consumers have a greater degree of responsibility than consumers believe they have themselves. Such beliefs might affect stakeholdersa willingness to take actions and reduce hazards in the supply chain. From a policy perspective, the research findings provide useful insights to support policymakers and other decision-makers in the industry in developing mitigation strategies. Communication with consumers and farmers about emerging food safety problems in a supply chain and their involvement in proactive practices would need to be attuned to their subjective perceptions of relative responsibilities in order for integrated risk management systems to be effective.