Perceived physical risk and risk-reducing strategies in the consumption of raw vegetable salads in restaurants

Abstract

The importance of eating away from home has revealed the need to understand consumer perception with respect to the physical risks in this context. When a consumer perceives risks, he/she uses different strategies to minimize them. This study aimed to identify consumer perception concerning the physical risks of consuming raw vegetable salads in full-service restaurants, as also the frequency of using physical risk-reducing strategies, examining the influence of socio-demographic variables and social desirability. The survey instrument consisted of 5 items to measure risk perception, 17 items regarding the risk-reducing strategies, socio-demographic questions and the social desirability scale. A total of 359 consumers were interviewed in the city of Campinas, Brazil. An exploratory factor analysis was carried out to group the risk-reducing strategies using the software PASW Statistics, 18.0. A moderate level of physical risk (mean±standard deviation=24.2±13.2, on a response scale that could vary between 1 and 49) was perceived by consumers. Three physical risk-reducing strategies presented significant positive correlation (p<0.05) with social desirability, and were excluded from the other statistical analyses. The fourteen physical risk-reducing strategies were categorized in four factors: “restaurant quality and previous bad experience”, “information from the waiter, the media, and the price”, “workers and restaurant smell” and “word of mouth and full, already known restaurant”. “Restaurant quality and previous bad experience” was the factor significantly (p<0.05) more used by the consumers in the reduction of physical risks, whereas “information from the waiter, the media, and the price” was the least used. Differences (p<0.05) in the frequencies of using the strategies contained in the factors were identified with respect to the socio-demographic variables. Those individuals who perceived a greater level of physical risk in the context surveyed used all the factors related to the strategies with greater frequency, to reduce the risk. The results could provide important information for public and private programs.