Author: Sherrie Whaley, Mark Tucker, Jeff Sharp, Lynn Knipe

Source: Sherrie Whaley, Mark Tucker, Jeff Sharp, Lynn Knipe

Methodology: Mail survey techniques were used to collect data from the sample of 7,976 Ohio citizens. The researchers made up to five contacts with respondents, resulting in a total response rate of 56%. Descriptive statistics are reported to summarize the study findings. Regression analysis was used to build a predictive model of food safety risks.

Summary: Findings reveal moderate levels of risk for the food safety items assessed. Pesticide residues in food and contamination of drinking water generated the highest perceived levels of risk, while mad cow disease and genetically modified foods generated the lowest levels of perceived risk. Respondents ranked physicians and university scientists as the most trustworthy sources for information on food safety issues, while television and newspapers were the favored media channels. Regression results indicate that the model had limited utility in predicting respondent’s perceptions of food safety risks. Findings from this research have implications for developing effective risk communication programs for target audiences.

Academic Affiliation: Ohio State University

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