Food Scares and Trust: A European Study

The complex interactions between the determinants of food purchase under risk are explored using the SPARTA model, based on the theory of planned behaviour, and estimated through a combination of multivariate statistical techniques. The application investigates chicken consumption choices in two sce...

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Bibliographic Details
Published in:Journal of agricultural economics 2008-02, Vol.59 (1), p.2-24
Main Authors: Mazzocchi, Mario, Lobb, Alexandra, Bruce Traill, W., Cavicchi, Alessio
Format: Article
Language:English
Subjects:
Chicken
chickens
consumer behavior
Consumer behaviour
Diseases
Economic behaviour
Food products
Food safety
food safety information
Multivariate analysis
Poultry
Risk
risk perception
theory of planned behaviour
Threat
trust
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Summary:The complex interactions between the determinants of food purchase under risk are explored using the SPARTA model, based on the theory of planned behaviour, and estimated through a combination of multivariate statistical techniques. The application investigates chicken consumption choices in two scenarios: (a) a 'standard' purchasing situation; and (b) following a hypothetical Salmonella scare. The data are from a nationally representative survey of 2,725 respondents from five European countries: France, Germany, Italy, the Netherlands and the United Kingdom. Results show that the effects and interactions of behavioural determinants vary significantly within Europe. Only in the case of a food scare do risk perceptions and trust come into play. The policy priority should be on building and maintaining trust in food and health authorities and research institutions, while food chain actors could mitigate the consequences of a food scare through public trust. No relationship is found between socio-demographic variables and consumer trust in food safety information.
ISSN:0021-857X
1477-9552
DOI:10.1111/j.1477-9552.2007.00142.x