Consumer perceptions of food safety risk, control and responsibility.

Consumer perceptions of risk, control and responsibility related to microbial food safety in domestic food preparation have been investigated. Results showed that consumers demonstrated judgements of 'optimistic-bias' and the 'illusion of control', as well as notions of perceived invulnerability to food poisoning from self-prepared foods. Statistical associations between perceptions of personal risk, control and responsibility and risk and control attributed to 'other people' have been identified. Findings may have negative implications for the effectiveness of consumer food safety education initiatives. It is suggested that consideration of such judgements and associations during the development of future consumer food safety risk communication strategies may increase their effectiveness.