POSSIBILITIES OF TARGETING IN FOOD CHAIN SAFETY RISK COMMUNICATION

In recent years, there have been many changes in the food market, which have greatly transformed our approach to
food chain supervision. The increasing complexity of the food chain (e.g. globalization of food trade, expansion of
raw materials and additives, technical advancement), the frequent changes in food consumption trends and the
phenomenon of food crime belong to the most challenging issues for food chain control institutions. These factors
require the re-evaluation of the role of consumers in the food chain. The overall aim of this research was to explore
consumers’ risk perception and risk avoidance for a more efficient, targeted risk communication. In the survey 1003,
face-to-face interviews were made using questionnaire. The statistical analysis of data was followed by the
identification and characterization of 4 relevant target groups with cluster analysis method: disinterested youngsters
(17.0%), conscious elders (39.4%), food adepts (27.5%), and soul of the family (16.1%). Results indicated, that the
Hungarian society can be segmented regarding to food associated risk perception and avoidance. It has been also
proven, that risk perception is influenced by demographic factors. Furthermore, we have also managed to conclude
that efficient risk communication would require a well-aimed and focused communication strategy.