The aim of this study is to examine the preferences of consumers for different information sources when they have a question about food safety. On the basis of a nationally representative survey conducted in the Netherlands, five distinct consumer groups are identified that not only differ on the reported use of information sources but also regarding several personality characteristics and sociodemographic variables. The empirical results show that two-thirds of the consumers are selective in their use of information sources and prefer either institutional or social sources. So, multiple information-acquisition patterns exist among the general public. The study illustrates how these findings can help to develop effective risk communication strategies.

A series of food safety incidents related to domestically produced dairy in China harmed consumer confidence and caused a dramatic decrease in dairy consumption from 2008 to 2010. Compared with previous studies that mainly assessed consumer confidence in food or dairy in general, this study focused on 2 specific dairy products, milk and infant milk formula (IMF). Based on data from 934 Chinese consumers, confidence in the safety of milk and IMF was measured by using a multi-item scale with 2 dimensions-optimism and pessimism. We found that Chinese consumers were optimistic about the safety of milk and IMF but, at the same time, were concerned about the risks related to milk and IMF. Chinese consumers have less confidence in IMF than in milk. Structural equation modeling indicated that consumer trust in manufacturers and third parties in the dairy supply chain and confidence in other foods, such as meat and fish, can foster consumer confidence in the safety of milk and IMF, while the extent of recall of the melamine infant formula incident in 2008 and trait worry exert negative effects. In addition, consumers with more children or less family income are likely to be more confident in domestically produced IMF. These insights into consumer confidence and its determinants can assist dairy supply chains and regulatory institutions in formulating effective risk communication strategies to strengthen consumer confidence.

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Dit rapport is gratis te downloaden op https://doi.org/10.18174/528928 of op www.wur.eu/economic-research (onder Wageningen Economic Research publicaties).