Analyzing Consumers' Reactions to News Coverage of the 2011 Escherichia coli O104:H4 Outbreak, Using the Extended Parallel Processing Model
This article describes and analyzes Flemish consumers' real-life reactions after reading online newspaper articles related to the enterohemorrhagic Escherichia coli (EHEC) O104:H4 outbreak associated with fresh produce in May and June 2011 in Germany. Using the Extended Parallel
Processing Model (EPPM) as the theoretical framework, the present study explored the impact of Flemish (Belgian) online news coverage on consumers' perception of the risk induced by the EHEC outbreak and their behavioral intentions as consumers of fresh produce. After the consumers read a
newspaper article related to the outbreak, EPPM concepts were measured, namely, perceived severity, susceptibility, self-efficacy, and affective response, combined with behavioral intentions to eat less fresh produce, to rinse fresh produce better, and to alert loved ones concerning the risk.
The consumers' reactions were measured by inserting a link to an online survey below every online newspaper article on the EHEC outbreak that appeared in two substantial Flemish newspapers. The reactions of 6,312 respondents were collected within 9 days for 17 different online newspaper articles.
Looking at the perceived values of the EPPM concepts, the perceived severity and the perceived susceptibility of the risk were, as expected, high. However, the consumers thought they could prevent the risk from happening, which stresses the importance of increasing consumers' knowledge of
emerging food safety risks. Furthermore, analyses showed the moderating role of government trust and its influence on the way consumers perceived the risk, how worried they were, and their behavioral intentions.
Document Type: Research Article
Faculty of Political and Social Sciences, Department of Communication Science, Ghent University, Korte Meer 7-11, Ghent, Belgium; Faculty of Bio-Science Engineering, Department of Food Safety and Food Quality, Ghent University, Coupure Links
653, Ghent, Belgium
Faculty of Political and Social Sciences, Department of Communication Science, Ghent University, Korte Meer 7-11, Ghent, Belgium
Faculty of Bio-Science Engineering, Department of Food Safety and Food Quality, Ghent University, Coupure Links 653, Ghent, Belgium
Publication date: March 1, 2013
More about this publication?
IAFP members must first sign in on the right to access full text articles of JFP
First published in 1937, the Journal of Food Protection®
, is a refereed monthly publication. Each issue contains scientific research and authoritative review articles reporting on a variety of topics in food science pertaining to food safety and quality. The Journal
is internationally recognized as the leading publication in the field of food microbiology with a readership exceeding 11,000 scientists from 70 countries. The Journal of Food Protection®
is indexed in Index Medicus, Current Contents, BIOSIS, PubMed, Medline, and many others.
Print and online subscriptions are available to Members and Institutional subscribers. Online visitors who are not IAFP Members or journal subscribers will be charged on a pay-per-view basis. Information can be obtained by calling +1 800.369.6337; +1 515.276.3344; fax: +1 515.276.8655, E-mail: firstname.lastname@example.org
or Web site: www.foodprotection.org
- Information for Authors
- Submit a Paper
- Subscribe to this Title
- Membership Information
- Information for Advertisers
- ingentaconnect is not responsible for the content or availability of external websites