[Risk perception and information behaviour of opinion leaders in the food sector]. / Risikowahrnehmung und Informationsverhalten von Meinungsführenden im Lebensmittelbereich.

ABSTRACT

Opinion leaders are people who can influence the opinions, attitudes or behaviours of others in their social environment. Especially in social networks on the Internet, they can also reach larger audiences and therefore represent a crucial target group for risk communication. An important prerequisite for successful risk communication is a precise knowledge of the risk perception of the relevant target group, so that this can be taken into account when developing communication measures. The present study therefore investigated the extent to which there is a connection between the risk perception of food issues and issue-specific opinion leadership. For this purpose, a representative telephone survey of the population in Germany was conducted (n = 1001). According to this, opinion leaders have a slightly higher risk perception of food risks for some topics than non-opinion leaders. They are also much more interested in these topics and access information on food issues more frequently via specific media. Opinion leaders also tend to be more active in social media. In the buzz of social media, they can thus offer valuable orientation for their social and digital environment through their special knowledge and opinions.