Consumer confidence in the safety of food in Canada and the Netherlands: The validation of a generic framework

Abstract A thorough understanding of consumer confidence in the safety of food and the factors by which this is influenced is necessary for the development of adequate and effective risk management and communication regarding food safety issues. As food chains become globalized, risk management and communication are increasingly applied at international levels. As a consequence, cross-culturally valid theoretical models are needed to investigate consumer confidence in the safety of food. In this study, consumer confidence in the safety of food in Canada and the Netherlands was systematically compared. On the basis of two nationally representative samples, it was examined to what extent differences in consumer confidence between the two countries resulted from differences in the relative importance of the determinants of confidence, and differences in the means of the constructs. No differences between Canada and the Netherlands were found regarding the relative importance of the determinants, which provides support for the generalizability of the framework. However, results indicated that Dutch consumers had a higher level of optimism and a lower level of pessimism regarding the safety of food, which appeared to be mainly related to Dutch consumers’ lower level of concern about factors related to production. The results also indicated cross-national differences in consumer recall of food safety issues in the media.