Determinants of Consumers’ Attitude toward Food Risk Messages

Abstract

Consumers are increasingly concerned with safety, integrity and wholesomeness of food products, as food safety crises increase around the world, and food safety is emerging as one of the key global issues. Negative publicity of food risk messages may hamper the food industry and increase consumer distrust. As consumer perception of food risk is heavily affected by the way media disseminate food risk messages, this study aims to assess the effects of factors of risk communication on consumer perception and address the importance of risk communication of food products. The findings of this study provide important antecedents that determine consumers' response to food risk messages.