Assessment of consumer risk perception, beliefs, and habits affecting food safety

The key factors influencing consumer acceptance of novel foods are several and grouped as follows: the degree of consumer involvement and food/food technology neophobia; trade-offs between perceived benefits and risks; unforeseen risks and social and moral concerns in relation to long-term effects of novel technologies on human health; perceived threat to the food chain and the environment; consumer characteristics such as cultural, psychosocial and lifestyle factors; the influence of the carrier and nature of the benefits on consumer acceptance; product-oriented factors related to food choice and perceived food quality categorised into information search, product experience and credence dimensions of quality. 
Although new technologies and biotechnologies approaches could determine benefits to consumers ensuring food safety, consumer risks perception need to be evaluated.

Focus groups and in-depth interviews will be performed to get insight into consumers’ perceptions of both food technologies used to assess safety and current food risk practices. Several interviews will be performed, by including different groups, e.g. scientists, consumers, other stakeholders.
Obtained results will be used to design larger questionnaire to assess differences in attitudes, perceptions and beliefs regarding risk management practices among consumers. Through the designed questionnaire, consumers’ knowledge of food processing methods and novel foods, including questions on the participants’ background, as well as Food Neophobia and Food Technology Neophobia scale, will be collected. Different key attributes (type of product, processing, endorsing source, benefits, etc) will be presented to consumers and their interest, perceived  quality/safety and willingness to pay will be collected. Some Information about current risk assessment and risk management practices will be also provided.

• Key items regarding consumer and stakeholder preferences for risk management and communication strategies across the different food chains under consideration will be identified through analysis of the focus group transcripts.
• A detailed report on consumers’ knowledge, preferences, and expectations for novel food and technologies will be done. 
• Consumer willingness to be involved in risk decision-making will be assessed.
• Data from online survey will be used to develop alternative communication strategies and operations to optimally communicate food safety from a new perspective.