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.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 183 Document Number: C30500
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56 pages., Results of a survey among Illinois consumers. Project coordinated by Morgan & Myers and survey conducted by Roper GfK. Supporting organizations: Illinois Beef Association, Illinois Corn Marketing Board, Illinois Farm Bureau, Illinois Pork Producers Association and Illinois Soybean Association.
