Food Fraud Conceptualization: An Exploratory Study with Portuguese Consumers

Area of Science:

• Food science
• Consumer behavior
• Socioeconomics

Background:

• Food fraud, deceptive practices for economic gain, is increasingly reported.
• Limited understanding exists regarding European consumers' perceptions of food fraud.
• Research is needed to explore consumer awareness and beliefs about food fraud.

Purpose of the Study:

• To investigate Portuguese consumers' knowledge and perceptions of food fraud.
• To identify common terms and themes associated with food fraud among consumers.
• To explore the relationship between sociodemographic factors, exposure, and understanding of food fraud.

Main Methods:

• Qualitative study involving 340 participants for free word association (911 valid words).
• Analysis of word associations categorized into dimensions.
• Semi-structured interviews with 36 participants, analyzed thematically.
• Statistical analysis (chi-square, Mann-Whitney) to identify significant differences.

Main Results:

• Consumers view food fraud as morally reprehensible deception, acknowledging causes and impacts.
• "Deception," "expiration date," and "falsification" were key terms identified.
• Most consumers felt unexposed and did not practice daily fraud-reduction methods.
• Higher education and self-reported exposure correlated with better understanding of food fraud.

Conclusions:

• Portuguese consumers possess a foundational awareness of food fraud but lack comprehensive knowledge of its forms and vulnerable products.
• A disconnect exists between perceived personal exposure and general awareness of food fraud.
• Findings highlight the need for targeted education and further quantitative research on consumer perceptions and vulnerable food categories.