Relevant risk: unravelling the recipe for food risk information seeking and processing in foodborne diseases

Purpose Foodborne illnesses significantly impact public health and economic losses, highlighting the need for effective food risk analysis and communication strategies. This study aimed to enrich and validate the food Risk Information Seeking and Processing (RISP) model for foodborne diseases in the United States. Design/methodology/approach An online questionnaire using a non-probability opt-in sample was used to collect 1,013 consumers in the United States and analysed through structural equation modelling (SEM). Findings Results indicated that higher subjective knowledge and previous experience with foodborne diseases increased the perception of these food risks as significant threats. Social pressures, perceived information-gathering capacity and perceptions that more information encouraged information-seeking and systematic as well as heuristic processing. Also, trust in information channels was crucial. The structural model explained 48.4% of the variance in information seeking, 54.1% in systematic processing and 7.8% in heuristic processing. Originality/value Our study is the first to apply SEM to the RISP model for foodborne diseases in the United States, examining both information seeking and processing behaviours. Our findings help develop targeted food risk communication strategies in the United States that enhance public awareness of food risks, promote systematic information processing and encourage preventive behaviours to mitigate potential foodborne illnesses impacts.