Consumer concern about food related health risks and their trust in experts

Theorists have claimed that we see an increased focus on risk in the society of today. Furthermore, the media has to an increasing degree focused on differences of opinion between various experts. It has been postulated that this may have led to a decline in the authority experts formerly possessed. With these theories as a point of departure, this paper presents results of a survey of consumer apprehension and valuations with regard to food‐related health risks. A survey of a representative sample of 1,050 Norwegian consumers above 15 years of age included questions pertaining to food safety, such as additives and contaminants, as well as nutritional aspects of the diet. Norwegian consumers were in general very much aware of the relationship between food and health, and also felt rather safe about these issues. A factor analysis of responses to different statements related to food and health identified two main factors, labelled “feeling of uncertainty” and “trust in experts.” More respondents expressed “trust in experts” than “feeling of uncertainty.” There were great variations between different consumer groups with regard to these factors, as well as their opinions on what aspects contribute to a healthy diet. Even though respondents expressed concern related to both the nutritional aspects of food and food safety issues, consumers felt a larger need for good and dependable information on the food safety issues.

Key words:

• Consumer concern
• food safety
• health risks
• trust in experts
• nutrition information
• healthy diet
• additives
• irradiation
• Norway

Notes

Corresponding author.