Risk Perception and Trust Interaction in Response to Food Safety Events across Products and the Implications for Agribusiness Firms

Food safety events can create devastating economics losses for agribusiness firms. The objective of this study is to identify the factors that influence potential purchasing decisions for fresh produce and meat products. The SPARTA model, based on the Theory of Planned Behavior, is used to determine the impact of probable factors that influence consumers’ purchasing decisions. The data for this research was obtained from two surveys: fresh produce and meat products. The results suggest a food safety event in fresh produce markets affect purchasing decisions more than the same event in meat markets. Results also suggest information consumers receive about food safety events from casual conversations with family members, friends, and colleagues can influence purchasing decisions. Agribusiness firms can use these results to form strategic responses to food safety events.

Issue Date:
Publication Type:
Journal Article
PURL Identifier:
Published in:
Journal of Food Distribution Research, Volume 46, Number 3
Page range:
Total Pages:

 Record created 2017-04-01, last modified 2018-01-23

Download fulltext

Rate this document:

Rate this document:
(Not yet reviewed)