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• W4281558042 endingPage "266" @default.
• W4281558042 startingPage "249" @default.
• W4281558042 abstract "Abstract Intelligent and active packaging could allow consumers to control cognitive reactions linked to the risk of consuming food products contaminated by microbiological pathogens and thus mitigating negative consequences of food safety incidents. However, despite advances in technology, consumers' reactions and willingness to pay for active and intelligent packaging in the absence and presence of food safety incidents remain somewhat unexplored. To fill such a gap this study incorporates protection motivation theory (PMT) within a contingent valuation survey conducted in the UK to explore consumers' behavioural responses to risk communication in the absence and presence of a food safety incident. These responses were moderated by the possibility of buying hypothetical meat products marketed with biosensors informing consumers of the presence of bacteria post‐purchase. A singular approach was developed to identify the following four behavioural responses of the PMT's cognitive mediating process: no response, fear, low response and danger control. Results indicate that the theoretical components of PMT play a different role in the absence and presence of food safety incidents. Respondents who receive risk information are willing to pay more than other participants to adopt precautionary behaviour and that purchasing behaviour varied across these four cognitive‐behavioural responses. Governmental institutions, the food industry and retailers should consider working together to reassure consumers by investing in technology that may help consumers to mitigate fear during a food safety incident, but also to develop appropriate risk communication strategies that should focus more on the cognitive‐behavioural outcomes analysed in this study." @default.
• W4281558042 created "2022-05-27" @default.
• W4281558042 creator A5001019377 @default.
• W4281558042 creator A5021159003 @default.
• W4281558042 creator A5059457178 @default.
• W4281558042 date "2022-06-24" @default.
• W4281558042 modified "2023-10-12" @default.
• W4281558042 title "The use of smart biosensors during a food safety incident: Consumers' cognitive‐behavioural responses and willingness to pay" @default.
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• W4281558042 doi "https://doi.org/10.1111/ijcs.12833" @default.

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