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An application of the risk perception attitude framework in food safety behavior

ABSTRACT An important part of consumers' ability to choose and consume safe food is their level of trust in the information and labeling provided by governments or companies. This study classifies consumers into four groups with similar characteristics regarding food safety issues, using data from the 2016 “Research on Food Consumption Behavior” compiled by the Korea Rural Economic Institute. Using risk perception and efficacy beliefs for food safety, four consumer-type groups were identified: indifference, proactive, avoidance, and responsive. Consumers were classified by applying the risk perception attitude framework, and then the factors that influence the consumer-type classifications were examined. The indifference group accounted for 33.9% of all consumers, the highest percentage, and factors that influenced the classification of consumer types were gender, education level, monthly household income, interest in health, and involvement with food safety. The differences in food safety behaviors proxied by intention to pay higher prices for safe food and checking food labels were identified by consumer type, and these differences were statistically significant.