Romanian consumers’ food safety knowledge, awareness on certified labelled food and trust in information sources

Abstract This paper examines Romanian consumers' knowledge regarding food hazards and their awareness on certified labelled food, while identifying the sources of information they trust. The study reveals that half of the consumers are not aware of hazards as mycotoxins and pathogenic microorganisms like Listeria, Campylobacter, Yersinia and Clostridium, while they perceive food additives and GMO as being hazardous. Using exploratory factor analysis (EFA) and principal component analysis (PCA), it was found that certified labelled food provides the consumer with a general feeling of trust, however consumers do not discriminate what the certification is standing for. Also, science books are recognized as trustful sources of information but family and media are the first option at hand for making an opinion on what can put somebody at risk. Applying confirmatory factor analysis (CFA) modelling it was possible to link consumers’ knowledge and awareness with their trust and to identify means to communicate in order to fill the existing knowledge gaps and alleviate part of their food related anxieties. Suggestions on how to manage this process are given with the aim to make Romanian consumers understand the efforts of food chain participants to ensure food safety, to avoid confusion on what is risky and what is not, and to determine them to share responsibilities on food safety. The study may inspire strategies for consumer education based on adopting a risk-based approach to food safety not only in Romania, but in other countries too, as similarities may exist.