Does Information Pattern Affect Risk Perception of Food Safety? A National Survey in China

Examining the variances in the assessments of risk, as perceived by residents, facilitates the development of appropriate risk information communication strategies. This paper aims to identify the effects of information source patterns on perceived food safety risks based on demographic factors. A national survey was conducted to examine, by means of multiple regression analysis, the relationship between the public's perceived risks, demographic factors and information access. The study finds that residents' preferences for information sources have been empirically proven to significantly affect their perceptions of food safety. We also find that more educated young urban dwellers, as well as those without cohabitation experience, tend to perceive a higher level of risk with respect to food safety. In contrast to our expectations, gender, family income and family size are not significantly correlated with the perception of food safety risk. The findings help to explain residents' attitudes toward food safety administration and reactions to food hazards in the Chinese context. It is recommended that the governing authorities strengthen their communication capacities using modern communication media and make full use of traditional and face-to-face communications with respect to regulations.