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Abstract

This study considered the efficiency with which food safety information is received and utilised by marginalised consumers in South Africa and results serves as an approximation of the degree of information asymmetry between low-income food consumers and food processors/government. The study found that initially, 47% of respondents claimed to know what Listeriosis is. Data validation, through follow up questions and a Willingness to Pay experiment, however, suggest that there is a significant social acceptability response bias. Based on the validation, data were adjusted. The adjusted data showed that 43% had comprehensive knowledge of Listeriosis and 34% had partial knowledge of Listeriosis. Subsequent estimation of a proportional odds model showed that education level is significant in explaining the level of knowledge pertaining to Listeriosis. In contrast to this, income is not. Key words: Food Safety, Listeriosis, Information Asymmetry

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