Situated food safety behavior.

Previous studies indicate that many consumers eat rare hamburgers and that information about microbiological hazards related to undercooked meat does not necessarily lead to changed behavior. With this study we aim to investigate whether consumers' willingness to eat hamburgers, both risky and safe, depends on the situation where they are confronted with the food. A representative sample of 1046 Norwegian consumers participated in a web experiment. Participants were randomly divided into four groups. Each group was told to imagine a specific eating situation (at their friend's place, at home, at a restaurant abroad, at a domestic restaurant). Four pictures of hamburgers (rare, medium rare, medium, well-done) were presented in randomized order, and participants rated their intentions to eat each hamburger. Situated risk perception was measured as the stated likelihood of food poisoning from consuming hamburgers in eight different situations. The results show that both risk perception and risk taking vary depending on the situation. In general, participants perceive their own home to be the safest place to consume a hamburger, but they are significantly more likely to consume an undercooked hamburger when at a friend's place. These findings indicate that situations play an important role for consumers' likelihood of eating unsafe food, and that risk taking does not always follow risk perception. That risk taking is elevated in situations that may have social consequences should be taken into consideration when developing food safety strategies.

Situated Food Safety Risk and the Influence of Social Norms.

Previous studies of risk behavior observed weak or inconsistent relationships between risk perception and risk-taking. One aspect that has often been neglected in such studies is the situational context in which risk behavior is embedded: Even though a person may perceive a behavior as risky, the social norms governing the situation may work as a counteracting force, overriding the influence of risk perception. Three food context studies are reported. In Study 1 (N = 200), we assess how norm strength varies across different social situations, relate the variation in norm strength to the social characteristics of the situation, and identify situations with consistently low and high levels of pressure to comply with the social norm. In Study 2 (N = 502), we investigate how willingness to accept 15 different foods that vary in terms of objective risk relates to perceived risk in situations with low and high pressure to comply with a social norm. In Study 3 (N = 1,200), we test how risk-taking is jointly influenced by the perceived risk associated with the products and the social norms governing the situations in which the products are served. The results indicate that the effects of risk perception and social norm are additive, influencing risk-taking simultaneously but as counteracting forces. Social norm had a slightly stronger absolute effect, leading to a net effect of increased risk-taking. The relationships were stable over different social situations and food safety risks and did not disappear when detailed risk information was presented.

Multisensory Food Experiences in Northern Norway: An Exploratory Study.

Intrinsic and extrinsic sensory elements influence our food experiences. However, most research on extrinsic multisensory aspects of food has centered on WEIRD (White, Educated, Industrialized, Rich, and Democratic) urban participants. This study breaks from this trend by investigating multisensory food experiences in the context of Northern Norway, a region characterized by distinct seasonal shifts, harsh arctic weather, unique atmospheric phenomena (e.g., the midnight sun and northern lights), limited food growth opportunities, and a rich Sámi cultural heritage. Our aim was to unravel the formation and development of multisensory food experiences within a culturally and environmentally specific framework. Our exploratory research used participant observation and interviews, involving four researchers from diverse backgrounds who closely examined multisensory food experiences within four Northern Norwegian food-related tourism businesses, all infused with Sámi cultural elements. Our findings suggest four major themes: (1) Experience elements, involving elements associated with plants, animals, and inanimate objects; (2) Bipolar concepts, which refer to opposing dimensions where experience elements varied, notably in the interplay between Sámi and Norwegian traditions; (3) Sensory stories, which highlight the narratives, enriching the eating experience with context, such as tales of dining under the captivating northern lights; and (4) Values, which indicate guiding principles shaping these experiences on a broader scale, emphasizing support for local traditions and culture. Our main contribution is the presentation of a new contextual framework of multisensory food experiences, which can be applicable to studying food experiences in other contexts.

Food safety related efficacy beliefs, behaviors, beliefs in myths, and the effects of educational online interventions: Data from an online survey experiment with 1,973 consumers from Norway and the UK.

Data were collected in a randomized controlled trial of a game-based online intervention aimed at fostering awareness of food safety and risk-reducing behavior among consumers. 1,973 participants from the UK and Norway, aged 18-89 years, were assigned to (i) a control condition, or (ii) exposed to a brief information video, or (iii) in addition played an online game (two different conditions). In all conditions, participants answered a pre- and post-survey with seven days in between. The surveys comprised questions on sociodemographic background, preferences related to food, recent food safety behaviors and beliefs in the efficacy of a number of food safety actions, as well as beliefs in myths related to food and hygiene. Efficacy beliefs (13 questions in the pre- and post-surveys) capture how an individual thinks particular actions will affect the likelihood of contracting food-borne disease. Beliefs in myths (8 questions in the pre- and post-surveys) refer to commonly held 'true-or-false' beliefs with no base in scientific facts. Target behavior (21 questions in the pre- and post-surveys) refer to self-reported food safety behaviors that were targeted in the interventions. Additional questions address beliefs and behavior in relevant food safety areas that were not targeted in the interventions. The survey items related to beliefs and behaviors were based on or inspired by previous work of the SafeConsume EU consortium (www.safeconsume.eu). In the information condition, participants watched a two-minute information video about food safety. Participants were given information about five broad themes: personal hygiene (hand washing), kitchen hygiene (cleaning utensils and surfaces), washing fresh vegetables and fruits, not rinsing meat or poultry, checking the temperature of cooked meat or poultry. In the game conditions, participants first watched an information video (either the neutrally framed one from the information condition or a version with pictures framed to trigger a disgust reaction). Then participants prepared four recipes in an online game, where they were repeatedly confronted with food safety related actions. After each recipe, participants received feedback on how they handled a number of important food safety actions. Our survey measures provide scholars and practitioners with data from adults in Norway and the UK to perform analyses regarding consumers' knowledge and behavior related to food safety. Data and the replication code for the associated research article Koch et al. [3] are accessible at Koch et al. [4].

Conflicting Issues of Sustainable Consumption and Food Safety: Risky Consumer Behaviors in Reducing Food Waste and Plastic Packaging.

Food-related consumer decisions have an impact on the environment. However, trending patterns of sustainable consumption often pose a challenge for food-safety authorities: these initiatives may unintentionally compromise food safety. The objective of this review is to support public agencies in the integration of sustainability issues into food-safety risk communication schemes. Environmentally conscious but risky behaviors aimed at the reduction of food waste and plastic packaging were chosen for discussion and scrutinized based on expert opinions. Those expert opinions clearly indicated that a significant part of environmentally conscious behaviors, such as removing mold, eating expired perishable food, overstoring leftovers, avoiding single-use plastic packaging even when cross-contamination is a threat, and using reusable bags without cleaning for a long time, often contribute to food-safety risks. Short, easy-to-remember messages were collected for each recognized risky behavior; they concentrated on prevention or providing an alternative that was still environmentally sensible but kept food-safety risks low (such as planning ahead to avoid leftovers, freezing leftovers in time, and sanitizing reusable bags). The identified challenges and solutions might encourage authorities to rethink their risk-communication practices and integrate a sustainability aspect in them.