Consumer responses to plant viruses in the context of an emerging agri-food risk: a cross-country comparison

Plant viruses cause economic losses in fruit and vegetable supply chains, which is a concern to government, and industry stakeholders, including this involved in primary production. There is increasing scientific knowledge about potential environmental impacts and (the lack of) human health risks associated with plant viruses. However, there is currently limited understanding of consumer perceptions of this emerging agri-food issue, which hinders effective risk management and communication. Consumers’ risk perceptions of fruits and vegetables infected by plant viruses were assessed using an online survey. Data were collected in Belgium (n = 649), Slovenia (n = 597), Spain (n = 649), and the United Kingdom (n = 641), representing countries within the European region with different regulatory approaches to plant health risk analysis and different agronomic conditions. Participants from different countries reported medium levels of risk perceptions and intentions to avoid purchases of infected fruits and vegetables, with the highest levels observed for Spanish participants. Stronger pro-environmental attitudes and risk perceptions contributed to expressed intention to avoid purchases. Plant viruses evoked medium levels of negative emotions (disgust, fear and worry), increasing participants’ risk perceptions. Participants who indicated that they were aware that virus infections can increase the resistance of host plants to abiotic and biotic stresses also held greater risk perceptions. Greater trust in plant viruses-related information provided by scientists was associated with higher risk perceptions. Trust in government resulted in lower intentions of avoiding purchases. Policy implications to enhance food risk management and communication associated with plant viruses are proposed.