Investigation of evaluation dimensions for food hazards:

Focusing on the perception of artificiality

Abstract

Studies on various hazards have shown that such hazards are characterized by two dimensions, namely being “dreaded” and “unknown.” Conversely, when evaluating food-related hazards, the degree to which the food is perceived as artificial (i.e., the evaluation of artificiality) has been shown to affect risk perception and willingness to accept food. Accordingly, this study (N = 923) investigated the factors that influence risk perception for various food hazards (e.g., genetically modified foods) by adding items related to artificiality to the conventional items related to the two dimensions (dreaded, unknown). The results showed that items related to artificiality constituted the same principal component as those related to the dimension of “dreaded.” Additionally, foods that were evaluated as artificial were also evaluated as having lower benefits. Based on the findings, specific characteristics of foods that are likely to be avoided (or accepted) were mentioned, and future directions for studies related to food risk perception were discussed.