Shaping Health Perceptions: Effectively Communicating about Chemicals in Food

Introduction: Public understanding of chemical risks, and also of benefits associated with food production and chemicals, is one area where efforts to reach a mutually acceptable consensus have been largely unsuccessful. This study provides an initial step in bridging the communication divide between scientists and consumers.

Purpose: This research establishes a baseline understanding of how consumers view the potential risk of chemicals in the food supply.

Methods: This study assessed belief, attitudes and behaviors of mothers.  The study employed a two-pronged approach to data collection. Phase I of the study implemented small group discussions (focus groups) to generate basic knowledge of how participants perceive food, food risks, and eventually chemicals. Focus groups consisted of 4 individuals in each group; 2 groups in 4 cities for a total of 32 participants in Phase I.  Phase II used a quantitative, on-line survey to assess perceptions about specific chemicals in food. Survey participants totaled 1,000. 

Results: Chemicals in food are not top of mind.  When probed, results from Phase I of the study confirm that, in general, attitudes about chemicals are negative especially for those mothers who are very sensitive to the issue.  Our study found these mothers are typically young (18 – 34), have a higher household income, are knowledgeable about food topics, and are engaged with most aspects of food and shopping.  They are also more likely to use social media as a source of information. 

Significance: Results from this survey indicated both constraints and opportunities that exist in the future development of educational materials explaining the role of chemicals in the food supply.  Finally, recommendations from this survey highlight communication challenges surrounding these risks, and offer further insight on more effective and accurate consumer health communication surrounding chemicals in food.