Factors Influencing Consumers’ Perceptions of Safety Risk of Fresh Domestic Tomato in Albania-a Multinomial Econometric Approach

This study deals with the consumers' perceived risk and its determinants for fresh tomatoes in Albania. Survey data are analyzed using ordered logistic regression.Consumers associate a high level of benefits with the consumption of fresh tomatoes but have severe doubts about food safety and rate the average level of food safety risk as high as 6.66 on a scale from 0 to 10.Consumers' knowledge of food safety, their perceptions about the reliability of food safety information, the government's ability to ensure safety, negative experiences with tomato consumption, consumer age, and family size are key determinants of perceived food risk, while gender, education, and income did not prove to be significant. The results provide the basis for appropriate actions by government and food system actors in improving food safety and consumers‘ trust in food safety assurance.