Open AccessEU Insights – Consumer perceptions of emerging risks in the food chain
Author(s) -
Etienne Julien,
Chirico Stefania,
McEntaggart Kate,
Papoutsis Sotirios,
Millstone Erik
Publication year - 2018
Publication title -
efsa supporting publications
Language(s) - English
Resource type - Journals
ISSN - 2397-8325
DOI - 10.2903/sp.efsa.2018.en-1394
Subject(s) - business , emerging markets , context (archaeology) , risk perception , hazard , emerging technologies , risk assessment , food safety , environmental health , risk management , marketing , perception , medicine , geography , economics , psychology , finance , chemistry , materials science , management , archaeology , organic chemistry , pathology , neuroscience , nanotechnology
Emerging risks are defined by EFSA as risks “resulting from a newly identified hazard to which a significant exposure may occur or from an unexpected new or increased significant exposure and/or susceptibility to a known hazard”. Communicating about emerging risks can be challenging, as these risks are associated with significant levels of uncertainty and ambiguity. The aim of this study was to better understand the views of EU consumers on food related emerging risks, so as to inform future communication activities around emerging risks at EFSA and Member State National Competent Authorities. To address these aims, a consumer survey was delivered in 25 EU countries (N=6268). The survey investigated consumer knowledge and concerns about emerging risks, as well as consumer needs and preferences with regard to emerging risk communication. The survey used three examples of emerging risks: green smoothies, plastic rice, and nanotechnologies. Survey findings have been analysed in the context of literature on emerging risks, and recommendations drawn for risk communicators at EFSA and the National Competent Authorities. The evidence suggests that emerging risks differed from established risks in various ways. However, it did not indicate that emerging risks triggered significantly greater levels of concern than established risks. Rather, the study found that consumers tended to be more concerned about established risks than about emerging risks. Food fraud was of greater concern to consumers than other types of emerging risks. The study documented a lack of knowledge about the emerging risks used in the survey, and an appetite for information about emerging risks more generally, irrespective of the extent of the uncertainty. The evidence suggests also that communicating information about the nature of the risk and the level of uncertainty that surrounds it may have a significant impact on risk perception, pointing to the malleability of perceptions of emerging risks.