Modelling risk perception and trust in food safety information within the theory of planned behaviour

Lobb, A. E., Mazzocchi, M. and Traill, W. B. (2007) Modelling risk perception and trust in food safety information within the theory of planned behaviour. Food Quality and Preference, 18 (2). pp. 384-395. ISSN 0950-3293 doi: 10.1016/j.foodqual.2006.04.004

Abstract/Summary

This study suggests a statistical strategy for explaining how food purchasing intentions are influenced by different levels of risk perception and trust in food safety information. The modelling process is based on Ajzen's Theory of Planned Behaviour and includes trust and risk perception as additional explanatory factors. Interaction and endogeneity across these determinants is explored through a system of simultaneous equations, while the SPARTA equation is estimated through an ordered probit model. Furthermore, parameters are allowed to vary as a function of socio-demographic variables. The application explores chicken purchasing intentions both in a standard situation and conditional to an hypothetical salmonella scare. Data were collected through a nationally representative UK wide survey of 533 UK respondents in face-to-face, in-home interviews. Empirical findings show that interactions exist among the determinants of planned behaviour and socio-demographic variables improve the model's performance. Attitudes emerge as the key determinant of intention to purchase chicken, while trust in food safety information provided by media reduces the likelihood to purchase. (C) 2006 Elsevier Ltd. All rights reserved.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/8843
Item Type	Article
Refereed	Yes
Divisions	Life Sciences > School of Agriculture, Policy and Development
Uncontrolled Keywords	consumer behaviour, consumer attitudes, intention, CONSTRUCTS
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