Food‐related risk‐reduction strategies: purchasing and consumption processes

Confronted with an alarming social discourse favouring the perception of food risk, modern consumers find themselves in a situation of psychological discomfort caused by consumption of foodstuffs coming from the agricultural and foodstuff industry. To eliminate this discomfort the consumer may change their purchasing and consumption habits (constraining hypothesis) or introduce some measures for the reduction of risk. The aim of this paper is to present a new classification of risk reducers taking into account the diversity of buying and consumption practices. Copyright © 2004 Henry Stewart Publications.