FOOD SAFETY PERCEPTIONS AND BEHAVIOR OF CONSUMERS IN THE SOUTHERN BLACK BELT OF THE U.S.

A new data set is used to study differences in the food safety perceptions and behavior of black and white consumers in the Southern Black Belt of the US. Analysis of general food safety risk perceptions and ethnic origin indicate no significant differences in the perceptions of blacks and whites. Further, the issue of 'misperception' by consumers of the origin of most foodborne illness is not explained by sociodemograhic factors but rather consumers information sources and awareness of foodborne pathogens.