The research investigates the antecedents of trust in information sources and risk management along the food chain and the mechanisms that determine the social diffusion of trust. It focuses on the evaluation strategies brought about by consumers to assess the reliability of the message, the way they process risk information with regards to different food hazards, and the cultural gaps between professional risk managers and laypeople. It examines the interplay of the various psychological, sociological, demographic, and economic factors at individual, market, and social level. The proposal aims at providing a better understanding of consumer demands, attitudes and perceptions, with special reference to trust and risk perception in the food chain, and developing better strategies to communicate more effectively to consumers issues surrounding food risk.
Funding SchemeCSC - Cost-sharing contracts
RG6 6AR Reading