Food safety in consumer relations: the influence of personal values

Abstract

Purpose: The aim of this article is to analyze the relationship between food safety and personal values in light of consumer behavior theory. Method: In this theoretical essay, this relationship is examined through a discussion on how consumers' subjective perceptions are influenced by their personal values in various contexts involving food safety. Findings: The debate addresses social, cultural, economic and environmental factors, considering that values are shaped through the interaction of these variables. By outlining their positioning strategies based on segments of values that are relevant to consumers, organizations are more likely to evoke favorable attitudes towards product acquisition. This includes considering external factors because they shape the formation of personal values and thus influence individuals' choices related to food and their perception of food safety. Originality: This work enriches the theory of personal values in the field of consumer behavior related to food safety by exploring the complex interplay between personal, cultural and market values. Considering personal values as a central element, the analysis presented provides insights for the development of more targeted marketing actions, effective public policies and food supply chain management approaches that meet consumers' expectations in terms of food safety.