| 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 for consumers. However, the use of extrinsic cues depends heavily on the extent to which consumers trust such signals to be indicative of quality or safety, which in turn depends on the credibility behind that cue. Using an ordered probit model, COO is examined as an extrinsic cue for food safety by looking at the relationship between trust in food safety information provided by national food standards agencies (NFSAs) and the EU Food Safety Authority (EUFSA)... |
