Consumer risk perception and trusted sources of food safety information during the COVID-19 pandemic

Abstract

Risk perceptions and trusted sources of information may have influenced consumer food handling practices during the COVID-19 pandemic. This study used a mixed-method qualitative-quantitative approach to assess consumer risk perception and trusted sources of food safety information during the pandemic. From April to August of 2020, five waves of online surveys ( N = 3,584, with a minimum of 700 per month) were distributed to a U.S. consumer panel, which included only primary food preparers and grocery shoppers. The online focus groups recruited participants ( N = 43) from the first wave of survey respondents and were conducted via Webex from May to July 2020. Topics covered in both studies focused on food safety risk perceptions and trusted sources of information during the pandemic. Trusted sources of information included government agencies, healthcare professionals, scientists, and social media. Throughout the longitudinal study, survey respondents and focus group participants perceived a higher risk of getting COVID-19 from people than from food. Survey respondents believed that handwashing could protect them more from COVID-19 than from foodborne illnesses. Many focus group participants practiced handwashing to prevent them from contracting COVID-19 from food items. Both survey respondents and focus group participants trusted the U.S. Food and Drug Administration (FDA), the Centers for Disease Control and Prevention (CDC), and healthcare professionals for COVID-19 and food safety information. Focus group participants trusted these entities because they provide information that is “scientifically proven.” Survey data for all five months reported social media to be the least-trusted source of both COVID-19 and food safety information. Focus group participants agreed that social media has “misinformation.” The findings suggest that increased risk perception may have caused consumers to adopt good hand hygiene. However, consumers may not be connecting such practices to food safety. Food safety educators can use this time of heightened risk perception to connect COVID-19 and food safety practices. Trusted entities of information also need to be aware of their impact on consumer behavior and provide consumers with proper food safety information.