Public Perceptions of the Potential Hazards Associated with Food Production and Food Consumption: An Empirical Study

Although public perceptions of food-related hazards receive much media comment and debate, the research literature on such perceptions is sparse and piecemeal. In the reported study, 216 people completed a questionnaire relating to their perceptions of the "risk characteristics" of potential hazards associated with various aspects of food production and food consumption. Responses were examined via principal-components analysis to obtain a structural representation of risk perception of the kind provided by Fischhoff, Slovic, and their colleagues in their seminal psychometric work.^(1,2) A three-component solution accounting for 87% of the variance was obtained, with the dimensions labeled as "severity,""unknown," and "number of people exposed." The findings also yielded information pointing to evidence of the phenomenon of unrealistic optimism. We conclude that our findings offer a useful base upon which further in-depth research integrating different perspectives on risk perception with respect to food-related hazards may be developed.     

Perception of Hazards: The Role of Social Trust and Knowledge

Recent research indicates that social trust of those who manage a hazard is strongly correlated to judgments about the hazard's risk and benefits. The present study investigates the more specific question of “For which hazards is this?” It was postulated that when an individual lacks knowledge about a hazard, social trust of authorities managing the hazard determines perceived risks and benefits. On the other hand, when an individual has personal knowledge about a hazard and therefore does not need to rely on managing authorities, social trust is unrelated to judged risks and benefits. Participants (N = 91) assessed risks, benefits, and trust in managing authorities and personal knowledge associated with 25 hazardous technologies and activities. As expected, strong correlations between social trust and judged risks and benefits were observed for hazards about which people did not possess much knowledge. No significant correlations between social trust and judged risks and benefits were found for hazards about which people were knowledgeable. Results suggest that the lay public relies on social trust when making judgments of risks and benefits when personal knowledge about a hazard is lacking. Replicating findings of other studies, the present study also found negative correlations between perceived risks and perceived benefits. When social trust was controlled for, correlations between perceived risks and benefits diminished. Implications of the results for risk management are discussed.     

Environmental Hazards in the Chinese Public's Eyes

The People's Republic of China suffers each year from various environmental hazards. Although risk perception study has a 40-year history in Europe and North America, little is known about risk perception in China. Previous studies of risk perception have primarily focused on unnatural hazards, but China has experinced many natural environmental hazards. Therefore, the Chinese public's perceptions of environmental hazard risks must be considered in order to support the IDNDR program. The Chinese public's perceptions of environmental hazards are similar to those of Europeans and North Americans, but different characteristics are observed.     

Environmental Hazards in the Chinese Public's Eyes

The People's Republic of China suffers each year from various environmental hazards. Although risk perception study has a 40-year history in Europe and North America, little is known about risk perception in China. Previous studies of risk perception have primarily focused on unnatural hazards, but China has experinced many natural environmental hazards. Therefore, the Chinese public's perceptions of environmental hazard risks must be considered in order to support the IDNDR program. The Chinese public's perceptions of environmental hazards are similar to those of Europeans and North Americans, but different characteristics are observed.     

Risk Perceptions,Optimism, and Natural Hazards

This article uses the panel survey developed for the Health and Retirement Study to evaluate whether Hurricane Andrew in 1992 altered longevity expectations of respondents who lived in Dade County, Florida, the location experiencing the majority of about 20 billion dollars of damage. Longevity expectations have been used as a proxy measure for both individual subjective risk assessments and dispositional optimism. The panel structure allows comparison of those respondents' longevity assessments when the timing of their survey responses bracket Andrew with those of individuals where it does not. After controlling for health effects, the results indicate a significant reduction in longevity expectations due to the information respondents appear to have associated with the storm.     

Setting a Context for Explaining Risk

Agency representatives often believe that if they could only find ways to explain risk data more clearly, communities would accept risk that scientists see as minimal, and take seriously risks scientists see as serious. While explaining the data effectively is important, agencies and industries need to place a greater priority on understanding community concerns, involving communities in risk decisions, and developing trust and credibility.     

The Determinants of Trust and Credibility in Environmental Risk Communication: An Empirical Study

This study examines a key component of environmental risk communication; trust and credibility. The study was conducted in two parts. In the first part, six hypotheses regarding the perceptions and determinants of trust and credibility were tested against survey data. The hypotheses were supported by the data. The most important hypothesis was that perceptions of trust and credibility are dependent on three factors: perceptions of knowledge and expertise; perceptions of openness and honesty; and perceptions of concern and care. In the second part, models were constructed with perceptions of trust and credibility as the dependent variable. The goal was to examine the data for findings with direct policy implications. One such finding was that defying a negative stereotype is key to improving perceptions of trust and credibility.     

Determinants of Risk Perceptions of a Hazardous Waste Site

A before-stimulus-after quasi-experimental design is used to assess the factors relating to risk perceptions of a hazardous waste site. First, a pretest obtains measures of attitudes and beliefs about hazardous waste and waste sites. Second, a detailed hypothetical "Superfund" scenario, including a complex cleanup plan, is introduced. Finally, indices of health risk estimates, trust, knowledge, and other pertinent beliefs are obtained. Levels of concern, both before and after cleanup, are the dependent variables. Independent variables include risk management options, health risk estimates, trust, and five sociodemographic characteristics. Concern is extremely high prior to cleanup and moderately high after cleanup. Concern is a clear function of health risk estimates. Toxic chemicals from waste sites are viewed as a major cause of multiple health problems, especially cancers. Accurate health risk estimates moderate fears and are linked to levels of education. Education, however, does not explain concern. Trust is a major factor explaining concern and health risk estimates. The implications of these findings for risk communication is discussed.     

The Nevada Initiative: A Risk Communication Fiasco

The U.S. Congress has designated Yucca Mountain, Nevada as the only potential site to be studied for the nation's first high-level nuclear waste repository. People in Nevada strongly oppose the program, managed by the U.S. Department of Energy. Survey research shows that the public believes there are great risks from a repository program, in contrast to a majority of scientists who feel the risks are acceptably small. Delays in the repository program resulting in part from public opposition in Nevada have concerned the nuclear power industry, which collects the fees for the federal repository program and believes it needs the repository as a final disposal facility for its high-level nuclear wastes. To assist the repository program, the American Nuclear Energy Council (ANEC), an industry group, sponsored a massive advertising campaign in Nevada. The campaign attempted to assure people that the risks of a repository were small and that the repository studies should proceed. The campaign failed because its managers misunderstood the issues underlying the controversy, attempted a covert manipulation of public opinion that was revealed, and most importantly, lacked the public trust that was necessary to communicate credibly about the risks of a nuclear waste facility.     

Understanding the Relationship Between Direct Experience and Risk Perception of Natural Hazards

Risk perception has been largely examined in studies that have aimed to explain and predict preparedness behavior in the context of natural hazards. Findings from studies on the relationship between previous experience, preparedness, and risk perception in disaster situations have been inconsistent. Hence, the main goal of this work was to explore the influence of physical and emotional experience on risk perception regarding natural hazards. This study was conducted in a statistically representative sample of the city of Iquique, in northern Chile (n = 701), who completed a survey one month after the occurrence of an earthquake and tsunami (8.2 Mw). The survey assessed the experience and preparation actions of survivors in relation to this event. Using a structural equation model, we examined nine proposed relationships, six of which were significant. The final model had an adequate fit (χ² = 752.23, df = 283, comparative fit index [CFI] = 0.90, root mean square error of approximation [RMSEA] = 0.049). Direct experience showed the greatest influence on risk perception: while direct physical experience (i.e., the physical and material consequences associated with the earthquake) maintained a direct positive effect on risk perception, direct emotional experience (i.e., the fear of experiencing an earthquake) produced an indirect positive effect (through worry). Emotional experience, however, did not directly influence current preparedness and risk perception. Implications for understanding the relationship between risk perception and direct experience are discussed.     

Public Perceptions of Everyday Food Hazards: A Psychometric Study

In this paper, we discuss the conduct and results of a study aimed at eliciting public perceptions of food-related hazards. This study employs the psychometric approach of Paul Slovic and colleagues and aims to extend the recent work of Sparks and Shepherd⁽¹⁾ on defining the primary dimensions of food-related risk perceptions. The study surveyed a nationally representative sample of the general public (respondents = 293; adjusted response rate = 30.1%). Respondents provided ratings on subsets of 22 potential food hazards (e.g., food irradiation and presence of listeria) on a total of 19 risk characteristics (e.g., "perceived severity of risk" and "adequacy of governmental regulations"). In spite of the use of a number of new characteristics and food hazards, Principal Components Analysis revealed a broadly similar factor structure to that obtained by Sparks and Shepherd,⁽¹⁾ suggesting the generalizability of the key dimensions (concerning the severity and awareness of hazards). Interestingly, the positioning in the factor space of potential hazards about which little was generally known (e.g., campylobacter) as being serious and in need of regulation, may suggest a possible "starting position" in the perception of new hazards that have not previously been the subject of risk communications.     

Why Rules for Risk Communication Are Not Enough: A Problem-Solving Approach to Risk Communication

Current work on risk communication offers practitioners helpful guidelines and rules such as "speak clearly" and "speak with compassion." While important, these guidelines have limitations. They offer practitioners and scholars little aid in determining why a communication encounter failed. Also, they do not help practitioners anticipate and overcome likely difficulties in future risk situations, nor can they help locate information about how to reduce these difficulties. To overcome the limitations of rule-based approaches to risk communication, this paper describes a diagnostic or problem-solving approach. This approach maintains that instead of rules, people need bases for anticipating likely obstacles to effective communication and selecting approaches that reduce these difficulties. Research on building trust, increasing awareness, deepening comprehension, gaining agreement, and motivating action is available in fields such as communication, educational psychology, science education, marketing, counseling, negotiation, and disaster response. This paper describes a framework that assists scholars and practitioners in: (a) identifying communication goals; (b) determining principal obstacles to those goals; and (c) selecting research-based methods for overcoming or minimizing these difficulties and achieving communication objectives.     

Source Credibility in Environmental Health – Risk Controversies: Application of Meyer's Credibility Index

This article applies an existing five-item index for measuring source credibility in the context of environmental health-risk controversy. Survey data were gathered in five upstate New York communities facing environmental health-risk issues. Analysis of the five case studies and a combined dataset (N = 870) show that the credibility index was consistently reliable across all applications. Use of the resulting index is demonstrated through a comparison of the credibility of the New York State Department of Health (active in each case), the industries associated with each case, and the newspaper providing coverage of each case. The credibility index was used to predict risk judgments in a structural equation model. Overall, the analysis demonstrated that the credibility index performed consistently well across the five cases and illuminated important differences in each. As such, the index should be a useful addition to many environmental health and risk communication studies.     

Exploring the Dimensionality of Trust in Risk Regulation

This article investigates possible differential levels of trust in government regulation across five different risk contexts and the relationship between a number of concepts that might be thought of as comprising distinctive "dimensions" of trust. It appeared that how people perceive government and its policies toward risk regulation was surprisingly similar for each of the five risk cases. A principal-component analysis showed that the various trust items could best be described by two dimensions: a general trust dimension, which was concerned with a wide range of trust-relevant aspects, such as competence, care, fairness, and openness, and a scepticism component that reflects a sceptical view regarding how risk policies are brought about and enacted. Again, the results were surprisingly similar across the five risk cases, as the same solution was found in each of the different samples. It was also examined whether value similarity has an additional value in predicting trust in risk regulation, compared to the more conventional aspects of trust. Based on the two independent trust factors that were found in this study, a typology of trust is proposed that ranges from full trust to a deep type of distrust. It is argued that for a functioning society it could well be more suitable to have critical but involved citizens in many situations.     

The Risk Perception Paradox—Implications for Governance and Communication of Natural Hazards

This article reviews the main insights from selected literature on risk perception, particularly in connection with natural hazards. It includes numerous case studies on perception and social behavior dealing with floods, droughts, earthquakes, volcano eruptions, wild fires, and landslides. The review reveals that personal experience of a natural hazard and trust—or lack of trust—in authorities and experts have the most substantial impact on risk perception. Cultural and individual factors such as media coverage, age, gender, education, income, social status, and others do not play such an important role but act as mediators or amplifiers of the main causal connections between experience, trust, perception, and preparedness to take protective actions. When analyzing the factors of experience and trust on risk perception and on the likeliness of individuals to take preparedness action, the review found that a risk perception paradox exists in that it is assumed that high risk perception will lead to personal preparedness and, in the next step, to risk mitigation behavior. However, this is not necessarily true. In fact, the opposite can occur if individuals with high risk perception still choose not to personally prepare themselves in the face of a natural hazard. Therefore, based on the results of the review, this article offers three explanations suggesting why this paradox might occur. These findings have implications for future risk governance and communication as well as for the willingness of individuals to invest in risk preparedness or risk mitigation actions.     

Risk Communication and Foodborne Illness: Message Sponsorship and Attempts to Stimulate Perceptions of Risk

Foodborne illness represents a serious health hazard in the United States. Since foodborne illness can often be prevented by an individual's behavior, messages aimed at promoting safe food-handling behaviors should be a major tool to reduce the incidence of foodborne illness. This article argues that to achieve adoption of safe food-handling practices in the home, food-safety messages should both stimulate risk perceptions and promote self-efficacy, feelings that one can successfully enact recommended behaviors. A content analysis of nationally distributed food-safety messages questioned if messages incorporated these features. Since food-safety communicators operate in complex environments with multiple and sometimes competing objectives, this study also questioned if sponsorship of foodborne illness prevention messages was related to the amount of content designed to alter risk perceptions associated with foodborne illness. Results of the quantitative content analysis found that copywriters generally included content designed to stimulate risk perception about foodborne illness but virtually ignored self-efficacy needs of the audience. A marked difference in tendencies to stimulate risk perceptions was found based on sponsorship. Both in volume and proportion, results show that governmentally sponsored messages more aggressively attempted to heighten risk perceptions associated with foodborne illness than did messages sponsored by privately funded communicators.     

European Public Perceptions of Food Risk: Cross-National and Methodological Comparisons

This article presents a comparative study of public perceptions of food risk across 25 European member states. A secondary data analysis is conducted on a Eurobarometer survey fielded to nationally representative samples in 2005. The survey included closed questions as well as free associations to map risk perceptions. Taking a quantitative approach, we find that people in a majority of European countries express similar levels of concern about food risks. However, outside this majority a North-South divide is evident, with the Northern countries worrying less than the Southern countries. Multilevel modeling shows that cross-national differences in individual respondents' level of worry are in part attributable to shared country effects and to generalized risk sensitivity about a range of personal risks. On the underlying structure of food risk concerns, factor analysis points to three dimensions described by groupings of risks related to adulteration and contamination, health effects, and production and hygiene. A qualitative analysis of respondents' free associations about problems and risks with food identifies three major themes that are consistent with the quantitative results. However, the free associations also point toward greater cross-national diversity and to striking variations in the range and importance of food risks. Overall, the picture is of a public that frames food risks in a wider context of beliefs about the links between diet and health. We conclude with some implications for research on food risk perceptions in particular and risk perception studies in general.     

Assessing the Effects of Information About Global Population Growth on Risk Perceptions and Support for Mitigation and Prevention Strategies

The human population is forecast to increase by 3–4 billion people during this century and many scientists have expressed concerns that this could increase the likelihood of certain adverse events (e.g., climate change and resource shortages). Recent research shows that these concerns are mirrored in public risk perceptions and that these perceptions correlate with a willingness to adopt mitigation behaviors (e.g., reduce resource consumption) and preventative actions (e.g., support actions to limit growth). However, little research has assessed the factors that influence risk perceptions of global population growth (GPG). To contribute to this important goal, this article presents three studies that examined how risk perceptions of GPG might be influenced by textual‐visual representations (like those in media and Internet articles) of the potential effects of GPG. Study 1 found that a textual narrative that highlighted the potential negative (cf. positive) consequences of GPG led to higher perceived risk and greater willingness to adopt mitigation behaviors, but not to support preventative actions. Notably, the influence of the narratives on perceived risk was largely moderated by the participant's prior knowledge and perceptions of GPG. Contrary to expectations, studies 2 and 3 revealed, respectively, that photographs depicting GPG‐related imagery and graphs depicting GPG rates had no significant effect on the perceived risk of GPG or the willingness to embrace mitigation or preventative actions. However, study 3 found that individuals with higher “graph literacy” perceived GPG as a higher risk and were more willing to adopt mitigation behaviors and support preventative actions.     

Customer Perceptions of Agency Risk Communication

A government agency commissioned a baseline study of how its customers view the agency's risk information. The 70% response rate to a mail survey allows analysis by subgroups representing customers'primary interests. Although this agency traditionally has been responsible for ensuring plant and animal health at the farm gate (or where imported), responses emphasized emerging customer concerns about the environment and human health. Customers think many risk communication activities are important, but that the agency is not especially effective in conducting those activities. Customers are moderately satisfied with much of the risk information they receive, although many have little contact from or interaction with the agency. Customers identified other sources they use, which suggest potentially effective channels for this agency's risk messages. The study provides a baseline for measuring change in the agency's risk communication effectiveness. It also can be a model when other organizations plan their own risk communication evaluations.