Consumer perceptions of risk

This chapter begins by discussing how consumer perceptions of risks associated with food additives compare to other food-related health risks. It then addresses the US government s system for monitoring adverse reactions from food additives. The bulk of the chapter focuses on additives that have been blamed for causing health problems and which have generated controversy in the US and other countries. Finally, there is a brief discussion of future trends and additional sources of information are provided. 

Glover and Benbasat [15] proposed a comprehensive model of perceived risk for e-commerce transactions followed by a field study of online participants. Their study indicated the important role of consumer perceptions of risks in online transactions. Their model of perceived risk is driven by a marketing theory of risk and consists of three dimensions risk of functionality inefficiency, risk of information misuse, and risk of failure to gain product benefit. Consumers level of risk knowledge is not one of the dimensions or the focus of the study. Although the information misuse risk dimension seems to be generically inclusive of possible misuse of personal and financial information, the study does not specifically address the online phishing risk. 

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