Monitoring consumer confidence in food safety: an exploratory study

Abstract: In response to the potential for negative economic and societal effects resulting from a low level of consumer confidence in food safety, it is important to know how confidence is potentially influenced by external events. The aim of this article is to describe the development of a monitor that enables changes in consumer confidence in food safety and consumer food choice behaviour to be assessed in conjunction with changes in institutional activities and food safety incidents. Results of the first assessment of longitudinal data on consumer perceptions of food safety will be presented to provide the basis for the development of such a monitor. A better understanding of the interrelationships between antecedents and behavioural consequences of changes in consumer confidence in food safety over time will improve understanding of the effectiveness of public policy, and allow the development of best practice in risk communication and risk management