A cluster analysis of Japanese consumer perceptions concerning information about the safety of food products

Many steps in the food chain, including handling by consumers, can cause foodborne disease. However, con-sumer risk perception varies; while some consumers are concerned about the actual causes of food poisoning, others may focus on different factors that pose less risk to their health. This study used hierarchical cluster analysis to examine Japanese consumers' concerns about information regarding food safety. The analysis yielded six clusters, including those concerned about food hygiene control, which is vital for preventing food poisoning. However, it was suggested that individuals within the cluster concerned about food hygiene control might not have sufficient interest in or knowledge of food safety. On the contrary, those with a wider range of concerns were more preoccupied with the chemicals intentionally used in food, which may be further influenced by the media used to obtain information on food safety. Our study revealed that it is necessary to align not only the content of education but also the means of disseminating it to the target populations to implement effective consumer education on food safety and health promotion. These findings further expand our understanding of consumer risk perceptions and may be used to implement improved, more evidence-based public awareness strategies regarding food safety.