Consumers have an important role to play in preventing food‐borne disease. The purpose of this study was to demonstrate that consumers could be segmented successfully based on their food safety knowledge and practice.
Principal component analysis (PCA) and hierarchical cluster analysis (HCA) were applied to data on food safety knowledge and practice, collected by individual face‐to‐face questionnaires with domestic food preparers (n=1,020) and refrigerator swabs (n=726).
From the food safety questionnaires four factors were identified as important for inclusion in the HCA. This analysis identified three groups of consumers based on the knowledge factors; they were “Conscientious” (21 per cent), “Cavalier” (25.4 per cent) and “Careful” (53.3 per cent) food handlers. In terms of food safety knowledge, the higher risk consumers were found to be in the Cavalier food handler group. This group of food handlers also engaged in less hygienic food handling practices. This group were more likely than the other groups to be less than 45 years of age, male, living in urban environments and those with higher levels of formal education.
The identification of consumer groups with respect to food safety is important as it can inform more effective tailoring and targeting of food consumer safety education programmes to reach higher risk groups and individuals. This is the first study to not only identify the demographic characteristics of higher risk groups, but also to relate the levels of food safety knowledge/practice to levels of contamination in the fridges of such at risk groups using HCA and PCA.
