Where does it go wrong?

SafeConsume is built on the hypothesis that in the retail-to-consumption part of the food chain, consumer behaviour is both a core problem and solution. In this context, behaviour is defined as the consumer actions affecting the risk of foodborne infection at all stages from retail to consumption including food choice, storage and preparation. As existing strategies for risk mitigation through changing consumer behaviour seem too fall short, it is the intention of the project to supplement the methodologies and existing paradigms from social sciences (e.g. based on theory of planned behaviour) and natural sciences (e.g. based on model bacteria) with a broader and improved approach.

This user journey shows where and how risk occurs – illustrating what we all can do differently to decrease the chances of illnesses.

Structure of user journey Structure of user journey