Demographic characteristics play a role in consumers trust in the food supply chain

Nowadays consumers are more and more interested in food safety and quality. These two factors influence the overall trust consumers have in the food supply chain, in the sense that to trust a food, consumers want it to be not only safe but also of good quality and this applies to all the steps of the food chain, from production to consumption.

A recent study we have looked at has investigated if demographic differences might exist with regard to the level of consumers trust in the food supply chain, considering a range of safety and quality variables. A telephone survey was conducted on a random sample of the Australian population aged 18+ years, with more than 1000 thousands interviews done. From the results some demographic differences emerged in relation to how much attention consumers pay to safety and quality: females, older persons and lower income groups were most concerned.

The results of this study  are relevant to our research investigating – within FoodRisC as well – of how consumers perceive communication of food risks, on gaps or barriers to communication and on common tools for a more effective communication on food. In fact, by knowing the demographic characteristics behind the importance placed on a certain food issue, an appropriate targeted communication campaign might be developed to increase consumer trust. This might be one potential tool to increase effectiveness of communication on food issues.”

Antonella Guzzon – Research Team

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