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.

中文翻译：

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食品安全事件中智能生物传感器的使用：消费者的认知行为反应和支付意愿

智能和主动包装可以让消费者控制与食用被微生物病原体污染的食品风险相关的认知反应，从而减轻食品安全事件的负面后果。然而，尽管技术不断进步，但在食品安全事件有无和存在的情况下，消费者对主动和智能包装的反应和支付意愿仍未得到探索。为了填补这一空白，本研究将保护动机理论 (PMT) 纳入在英国进行的条件估值调查中，以探索消费者在不存在和存在食品安全事件的情况下对风险沟通的行为反应。这些反应因购买带有生物传感器的假想肉类产品的可能性而有所缓和，这些肉类产品会在购买后告知消费者细菌的存在。开发了一种单一方法来识别 PMT 认知调解过程的以下四种行为反应：无反应、恐惧、低反应和危险控制。结果表明，PMT 的理论组成部分在食品安全事件的存在和不存在中发挥着不同的作用。收到风险信息的受访者愿意比其他参与者支付更多费用以采取预防措施，并且购买行为在这四种认知行为反应中有所不同。政府机构，