Consumer interpretation of the term food safety

Abstract

The meaning of the term “food safety” is well-known and defined in expert circles. But in researching how the term is interpreted by consumers, new dimensions are opening, which can be used as a guide in preparation of educational material for consumers. In the paper the authors analyse statements made by consumers when answering the question, “How do you interpret the term food safety?” The results are part of an extensive research titled “Consumers and Food Safety”, which took place from January to March in 2006 involving 1030 respondents from different places in Slovenia. Findings of quota sample show considerable terminological diversity among statements made by respondents regarding a description of the term “safe food”. Based upon the code assignment, five single-meaning thematic categories were identified: A: Harmless for health, B: Healthy food, C: Production method, D: Technological procedure, E: Surveillance. The answers with extensive content included more onetheme categories and were classifie...