The influence of risk perception on South Korean mothers’ use of infant formula

Abstract

Given that the choice of breastfeeding is not available to every mother, in spite of its advantages, in this article we examine the factors influencing the use of infant formula in South Korea. We draw on data from a national survey of South Korean mothers conducted in 2009, to show that while maternal use of infant formula feeding was affected by socio-economic factors such as education, income and employment status, it was also influenced by mothers’ perception of risks of infant formula. We found that the way mothers perceived the safety of formula milk’s raw materials was a key factor influencing their decisions about formula feeding, while their perceptions of the safety of the manufacturing facilities and the distribution system was less influential. The mothers in the survey perceived that product safety was more important than considerations such as convenience and economic value of infant formula. We argue that the priority which Korean mothers give to considerations of the risk/safety of infant formula reflects the impacts from a series of food-related incidents, including the 2008 scandal in China where the production of infant milk was contaminated with melamine. Given the socio-economic and perceptual differences between mothers who formula feed and those who breastfeed, we provide guidelines about the ways in which professionals and government agencies can enhance the management and communication of issues relating to the safety of infant formula product.

Keywords:

• infant formula
• food safety
• feeding decision
• risk
• risk perception
• risk communication