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Shaping food safety perceptions: The influence of informational nudges

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  • Britwum, Kofi
  • Yiannaka, Amalia

Abstract

The study examines the influence, and potential confluence, of message framing and issue involvement on consumer food safety perceptions. We assess the impact of gain and loss-framed messages and issue involvement on perceptions of two food safety enhancing technologies, cattle vaccines against E. coli and direct-fed microbials. A survey with six information treatments was developed. Empirical results show that both loss-framed and gain-framed messages were persuasive in influencing safety perceptions of the two technologies under low issue involvement. Under high issue involvement, however, only the loss-framed message influenced consumers’ safety perceptions. High issue involvement also heightened concerns about foodborne infections.

Suggested Citation

  • Britwum, Kofi & Yiannaka, Amalia, 2019. "Shaping food safety perceptions: The influence of informational nudges," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 81(C), pages 139-151.
  • Handle: RePEc:eee:soceco:v:81:y:2019:i:c:p:139-151
    DOI: 10.1016/j.socec.2019.06.007
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    Cited by:

    1. Hongxu Shi & Peihua Ma & Yinchu Zeng & Jiping Sheng, 2022. "Understanding the Interaction between Regulatory Focus and Message Framing in Determining Chinese Consumers’ Attitudes toward Artificial Meat," IJERPH, MDPI, vol. 19(9), pages 1-17, April.

    More about this item

    Keywords

    E. coli bacteria; Food safety; Gain and loss message framing; Issue involvement; Risk perceptions;
    All these keywords.

    JEL classification:

    • C99 - Mathematical and Quantitative Methods - - Design of Experiments - - - Other
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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