Food risks and consumer trust. Avian influenza and the knowing and non-knowing on UK shopping floors

Irrespective of major food crises in the 2000s consumer trust in food seems to remain high in Western Europe. Transparent information provision to consumers on food risks is a central strategy of the EU, its Member States and private food providers to build food trust among consumers. But can the interpretation of such information by consumers explain high levels of trust in food safety? Following recent outbreaks of avian influenza in the UK, this paper investigates the constitution of food trust among UK poultry consumers by focusing on the place where consumer decisions are made: the shopping floor. In-store qualitative interviews with consumers of a variety of poultry products at different shops are used to reveal the use of information in constructing trust. Besides on knowledge inducted from information provision, trust depends as much on consumer strategies to handle non-knowing of food risks. Three main forms of trust relations are distinguished, which together at a system level result in high levels of consumer trust in food. (C) 2010 Elsevier Ltd. All rights reserved.