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European Consumers Trust in Food - November 2004

A European Study of the Social and Institutional Conditions for the Production of Trust

The overall objective of the TRUST IN FOOD project was to investigate the social and institutional conditions for the production and maintenance of consumer trust in food. It revealed that countries with high levels of trust (UK, Denmark, Norway) are characterised by consensus and clarity of the sharing of responsibilities between the state, market actors and consumers themselves, and the presence of one or two powerful actors perceived as truthful in cases of food crises. Low consumer trust levels (Italy, Portugal, Germany) are observed in contexts where responsibilities are more fragmented, there is a lack of consensus between actors, and there is no trustworthy actor identified by the population. In several cases, the creation of new public agencies seems to have improved clarity in the areas related to food safety. However, their impact on consumer trust depends on their efficiency in achieving their missions: their dynamism and reactivity when a new case emerges, and their transparency, are crucial for dubious consumers. Higher levels of trust in food safety are also observed in countries where supermarkets play an important role. The profile of active and conscious shopper matches most British consumers, while Nordic consumers count much more on public protection. Southern consumers are less active but they do not have confidence in public protection either. Other issues (e.g., nutrition) are emerging, which cause more worry than food safety: they are characterised by a lack of transparency, consensus, and consistency in sharing of responsibilities.

The complete reports are published at:

Consumer trust in food - institutional report
Trust in Food in Europe- a comparative analysis

For further information, please visit the TRUST IN FOOD project website:

Eufic related material:

Zdroj: Evropská rada pro informace o potravinách (European Food Information Council)

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