It is becoming increasingly difficult for the general public to attempt to assess risks using traditional methods such as smell, taste or other physical attributes of food. The existence of extrinsic cues such as the country of origin (COO) of food can help to make food purchase decisions easier...

This paper explores the role of trust in food safety information in determining consumer choice in relation to socio-demographic effects and other determinants. The complexity of factors influencing the way a consumer processes food safety information makes it difficult to develop adequate risk...