FOOD SAFETY RISK COMMUNICATION – THE PRESENT AND THE EXPECTED FUTURE

KASZA GYULA

Keywords: Keywords: risk analysis, consumer behaviour, official regulation JEL Codes: Q13, Q18

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DOI: https://doi.org/10.53079/GAZDALKODAS.70.2.t.pp_107-126
Food safety risk communication has changed significantly in recent decades. Authorities apply the risk-based approach (risk analysis), in which risk assessment, risk management, and risk communication all play a role. The development of risk communication has progressed from the one-way information flow of the deficit model, through the dialogue model, to the most advanced approach as of today: the partnership model. This model is based on transparency, two-way information flow, and the active involvement of consumers. This approach particularly emphasizes the key role of consumers to ensure a safe food chain by aiming for a higher level of transparency than before and a multi-channel intensive two-way risk communication—a necessity, since consumer behaviour cannot be influenced by direct regulatory tools.
Although the partnership model has been a major step forward, its effectiveness is limited by the fact that a substantial part of consumer behaviour is often shaped by routines, which are difficult to be influenced by traditional communication campaigns. This experience led to the development of the consumer behaviour-based risk communication model, which is built on observation and uses tools such as emotional disruption, personal engagement, or nudging (prompting, steering) to help consumers become more aware of their routines and shape them.
The future of risk communication will be shaped by technological progress. Smart, inter-connected systems built on artificial intelligence, sensors, and blockchain technology will enable real-time, personalised, and context-specific risk communication. Intelligent household equipment, rapid food tests for personal use, and more efficient digital traceability than before are expected to significantly improve not only household safety but the security of the entire food chain to a new level.