Background

The aims of risk communication to consumers are at least two-fold: to provide information about a food risk or safety issue, and for education purposes enabling a change towards safer behavior.

Scope and approach

In this paper, challenges confronting risk communicators in providing information consumers act upon will be summarily addressed. The emergence of web-based communication channels as avenues for improved dissemination will also be discussed.

Key findings and conclusions

Studies show that providing relevant risk messages to vulnerable consumers and target groups requires in-depth knowledge about the receivers of information. Characteristics of these groups may vary across countries, cultures and from case to case, therefore it may be necessary to collect more information about how risk communication should be presented and in which channels to reach the target groups. Messages should be repeated regularly and presented in a way that seems relevant to consumers; less statistics and more stories that they can relate to. Internet is rapidly becoming the number one information channel. Using social media, and web-based tools and games have the potential to rapidly reach specific target groups. Achieving behavior change is dependent on the consumers perceiving the risk information to be relevant for themselves.

中文翻译：

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如何使风险沟通影响行为改变

背景

与消费者进行风险沟通的目的至少有两个：提供有关食品风险或安全问题的信息，以及出于教育目的，使人们朝着更安全的行为转变。

范围和方法

本文将概述风险沟通者在提供消费者信息时所面临的挑战。还将讨论基于Web的通信渠道作为改进传播途径的出现。

主要发现和结论

研究表明，向脆弱的消费者和目标群体提供相关的风险信息需要对信息接收者有深入的了解。这些群体的特征可能因国家，文化和情况而异，因此可能有必要收集更多有关如何进行风险沟通以及以何种渠道到达目标群体的信息。信息应定期重复，并以与消费者相关的方式呈现；更少的统计数据和更多可以与之相关的故事。互联网正迅速成为第一信息渠道。使用社交媒体以及基于Web的工具和游戏有可能迅速达到特定目标群体。实现行为改变取决于消费者是否意识到与自己相关的风险信息。