16 pages., via online journal., raceability system has received wide attention in solving food safety issues, via which food information could be tracked back to producer/farmers. Consumers need to obtain this information from producers or social networks, trust in the information, and consequently assess perceived risks, especially when food scandals are exposed to the media. In this study, we introduce the social embeddedness theory to understand how consumers' social activities affect their risk perceptions on traceable food. Specifically, we investigate how risk perceptions are predicted by the interpersonal relationships, organizational level and social-level relationships. Results show that the interpersonal relationships were associated with lower levels of risk perceptions, while organizational and social relationships impacted consumer's risk perceptions at middle and higher levels, respectively. Results also show that the “ripple effect” extended to effect of risk events with negative information, however, did not exist for the group exposed to positive information. Potential food safety implications have been proposed to identify for effective risk mitigation under media coverages.
This paper examines the media coverage of the 2013 London cultured meat tasting event, particularly in the United States, Canada, and the United Kingdom. Using major news outlets, prominent magazines covering food and science issues, and advocacy websites concerning meat consumption, the paper characterizes the overall emphases of the coverage, the tenor of the coverage, and compares the media portrayal of the important issues to the demographic and psychological realities of the actual consumer market into which cultured meat will compete. In particular, the paper argues that Western media gives a distorted picture of what obstacles are in the path of cultured meat acceptance, especially by overemphasizing and overrepresenting the importance of the reception of cultured meat among vegetarians. Promoters of cultured meat should recognize the skewed impression that this media coverage provides and pay attention to the demographic data that suggests strict vegetarians are a demographically negligible group. Resources for promoting cultured meat should focus on the empirical demographics of the consumer market and the empirical psychology of mainstream consumers.