Public perceptions of food-related hazards: an application to Portuguese consumers

Purpose The purpose of this research is to assess public perception of food-related hazards by Portuguese consumers at major metropolitan areas. A contrast was searched between controllable and non-controllable hazards. Design/methodology/approach The Perceived Food Risk Index developed by Fife-Schaw and Rowe, was administered to a sample of 666 subjects through a door to door interview using a random route walk procedure and following a quota sampling controlled for sex, age and location. Risk perception was evaluated over ten risk characteristics, for each of the hazards. Findings Through principal component analysis, two main components were identified: "Knowledge" and "Dread". A perceptual map of the hazards was built over these two dimensions. A high level of worry and concern associated with fatty foods was found, clearly contradicting the expected attenuation of risk perception associated to greater perceived personal control. Contrarily to previous findings for other populations, GMOs yielded lower levels of both "Knowledge" and "Dread". Based on risk perceptions, consumers were grouped in four segments: optimists, unconfident, fearless, and fearful. Originality/value This work adds to knowledge on the Portuguese consumer and its risk perceptions, a fairly unreported topic, thus helping to the success of food safety communication by different stakeholders.