Food risk in consumers' eye and their consumption responses: evidence from Hanoi survey

Purpose - This paper analyses Hanoi consumers' evaluation of food risk and response to the perceived risk. Design/methodology/approach - The authors employed the mixed method approach that integrates segmentation analysis on the survey data and information from group discussions. Findings - Based on consumers' risk rating of six food groups and level of food safety worry, the authors identified four distinct consumer segments: low, moderate, high and very-high-risk perception. The authors found the existence of widespread food safety concerns among Hanoi consumers. Living in an urban region was associated with a higher level of food risk perception. Moderate, high and very-high-risk perception segments exhibited a very low level of institutional trust and subjective control over hazards. Response to the perceived risk differed across segments. “Very high-risk perception” was associated with the most risk-averse behaviour, putting more effort into seeking food safety information and engaging more in supermarket purchase. Consumers with a low and moderate perceived food risk participate more in self-supply of food to reduce their food safety concern. Practical implications - The paper provides empirical evidence on consumers' evaluation of food risk and their risk-reducing strategies to support the risk communication in Vietnam. Social implications - Enhancing institutional trust and risk communication including hazard education can improve consumer confidence in food. Originality/value - This is the first segmentation study on consumer food risk perception in Vietnam.