Food safety information, changes in risk perceptions, and offsetting behavior

Abstract

Decreased care or offsetting behavior by potential victims can reduce or reverse benefits provided by some safety policies. We explore reasons for offsetting behavior associated with food safety policies using a survey of a nationally representative sample of almost 3,000 consumers. Results reveal that positive food safety information can change consumers' risk perceptions and attitudes, causing them to be less vigilant and to consume more of relatively unsafe foods. This behavioral anomaly plausibly explains ongoing incidences of food poisoning after a meat processing facility implements a pathogen-reduction hazard analysis of critical control points (PR/HACCP).