"Risk perceptions are a consequence of a projection of value, representations and meaning of certain events, practices and objects in any similar circumstance .People have broad and complex conception of risk which incorporates factors such as âuncertainty, dread, catastrophic potential, controllability, equity, risk to future generations and unknown riskâ. Each of these factors can be influenced by the individualâs access to information and will dictate the nature of reaction to specific risk. Psychologists and others working in the field have well demonstrated that consumers willingly accept high levels of risk voluntarily, but are unwilling to be subjected to risk or uncertainty that is involuntary. Consumers must eat to live; ultimately an involuntary but familiar act. Death or severe illness caused by eating deliberately contaminated food is an involuntary risk, and therefore more troubling than a risk taken voluntarily such as smoking or air travel.
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Last date updated on June, 2014