Fridge storage for food safety: the role of psychosocial factors to improve food safety risk communication

Incorrect practices of food handling in the domestic environment could be easily reduced paying attention to some simple rules thanks to tailored communication campaigns. To be effective, such campaigns need to be conceived taking into account the role of cognitive factors that can intervene between intention and behaviour. An online survey (N=242, Italian consumers) was conducted to verify what psychosocial factors drive consumers’ implementation of a chosen target behaviour, by applying the Theory of Planned Behaviour and its extensions. The proper disposal of food inside the domestic refrigerator served as behavioural goal: it represents a fundamental practice to prevent food risk at home, being the refrigerator a significant niche for the persistence and dissemination of pathogens. The main measures included: refrigerator management; consumer perceptions; attitude toward the behaviour; subjective norms; perceived behavioural control (PBC); desire; anticipated positive/negative emotions; behavioural intentions; and socio-demographic questions. Data returned a well-educated consumer with reference to food safety, with a high level of self- efficacy; however, food products – especially eggs - were generally not correctly disposed in the appliance. PBC was found to have a strong influence on the intention to implement the behaviour, together with the desire, which mediates the effect of attitudes, positive anticipated emotions, and PBC on intentions. Intentions are guided by attitude, PCB, and anticipated positive emotions. The impact of these variables occurs through desire that guides all reason to act and transforms them into a willingness to act. There only remains a direct impact of PBC on behavioural intentions. Messages aimed at enhancing the correct disposal of food in the refrigerator should leverage on PBC, desire and anticipated positive emotions. Results will be further discussed to inform communication initiatives to promote the target behaviour.