Consumer Perceptions of Rice Safety and Pesticide Residues in Portugal: A Case Study

Portugal has the highest per capita rice consumption in Europe. This study, conducted in Abrantes city through a non-probabilistic questionnaire and interviews with two key institutions in agri-food research and regulation representatives, revealed that most consumers are unaware of whether the rice they eat complies with EU Maximum Residue Levels. Few follow media or official sources on pesticide use, deepening the information gap. Only a small number buy organic rice, showing low prioritization of sustainability. Although there is a strong preference for domestically produced rice due to origin concerns, price is the main purchase driver, followed by nutritional content. Institutional insights highlight DGAV’s vital role in monitoring pesticide residues and INIAV implementing traceability technologies to ensure rice authenticity and safety. These results point out the urgent need for better consumer education and communication strategies, stronger support for sustainable choices, and reinforced regulatory frameworks to promote food safety and sustainability in the rice sector. Portugal has the highest per capita rice consumption in Europe. A survey in Abrantes, complemented by interviews with agri-food regulators and researchers, revealed that most consumers are unaware of whether their rice complies with EU residue limits and rarely follow official information sources. Only a small proportion purchase organic rice, showing limited prioritization of sustainability. While domestic rice is strongly preferred, price remains the main driver of purchase decisions, followed by nutritional value. Institutional insights emphasized DGAV’s role in monitoring pesticide residues and INIAV’s development of traceability technologies to ensure authenticity and safety. These findings underline the urgent need for improved consumer education, greater support for sustainable choices, and stronger regulatory framework.