Purpose: The purpose of this study was to determine the relationship between select demographic characteristics and perceived susceptibility and severity of NoV infection.
Methods: A nationally-representative, Web-enabled panel survey of U.S. adults (N=1,051) was conducted to collect information on consumer demographics and personal beliefs regarding contracting a NoV infection. As part of a larger 27-item instrument, survey respondents responded to a series of items designed to assess their perceived susceptibility and severity to NoV infection. Either goodness-of-fit or ANOVA tests were performed to calculate weighted percentages of respondents’ perceived susceptibility and level of concern associated with contracting NoV illness, being hospitalized, or dying from NoV infection.
Results: White/Non-Hispanic consumers were half as concerned about hospitalization from NoV compared to other races/ethnicities (12.58% White; 20.92% Black; 20.84% Other; 31.92% Hispanic, and 25.61% ≥2 races). Individuals with no internet access were significantly more concerned about dying from NoV infection (7%) compared to Internet users (1.23%). Consumers with infants, ages 0-1, reported greater concern about contracting an NoV infection (51.58%) than those with young children, ages 2-5 (33.12%).
Significance: The survey results will be used to guide development of consumer education materials that focus on NoV and that target specific population sub-groups. By analyzing the relationship between demographic characteristics and consumers’ perceived susceptibility/severity associated with contracting NoV, food safety educators can develop more appropriate, evidence-based education materials that target specific audiences.