Influence of demographics, risk perception and information sources on consumer food safety behaviours: a case study of home apple drying practices

Purpose Dried fruits, as low-moisture foods (aw < 0.85), are traditionally considered low-risk food commodities. However, recent foodborne outbreaks have challenged this perception, emphasizing the need for more in-depth research on food safety practices amongst individuals who dry fruits at home. This study explored factors influencing food safety behaviours of home apple dryers in order to guide development of more effective outreach materials. Design/methodology/approach In May 2021, an online survey was conducted amongst a cohort of home apple dryers across the USA (n = 979) using Qualtrics XM. Findings The results revealed that participants’ demographics, gender, age, income and education significantly influence their fruit drying practices. Females were nearly twice as likely (odds ratio = 1.92) as males to clean and sanitise utensils used for drying. Study participants predominantly believe that high-moisture foods such as raw meat (mean = 7.2) and raw milk (mean = 6.3) present greater risk of foodborne illness than do low-moisture foods like dried fruit (mean = 3.7). Participants’ perception of risk was shown to potentially influence their food safety behaviours. Paradoxically, participants with higher risk perception were more likely to clean apples using alternative methods rather than the US food and drug administration recommended method, rinsing the fruit under running water. Originality/value The study demonstrates that formal training and targeted food safety information can significantly elevate individual risk perception, thereby fostering safer food handling practices. These findings underscore the need for tailored food safety education outreach materials for individuals who dry fruits at home.