Consumers perception of food safety related risk in the italian market

The aim of this paper is to define the factors affecting the consumers' perception on food risk associated to the consumption of products (i) containing food additives, (ii) obtained with the use of pesticides, and (iii) processed through novel food technologies, in relation to different socio-economic and demographic characteristics, the source of acquisition of information on food safety issues, and the place of purchase of food. The study is based on a sample of 392 consumers, living in Italy, and it uses three ordered probit estimation models to process data collected. Findings show that food risk perception is greater among youngsters, mainly for the additives and residual pesticides in foods, and among respondents which do not pose attention to the advice of friends or family members and acquire information by them. In overall, variables affecting the foods risk perception are different in relation to the three typologies of food issues. Our study provides some theoretical, managerial, and political implications.