Food Safety Behaviours and Information Influences Among Vulnerable Consumers on the island of Ireland

Tender description

Consumers in the YOPI group—young children, older adults, pregnant women, and immunocompromised individuals—are particularly vulnerable to foodborne illnesses caused by pathogens such as Listeria monocytogenes, Escherichia coli spp., Salmonella spp. and Campylobacter spp. This increased susceptibility is often due to immune suppression, either from underlying health conditions or medications, as well as the physiological changes associated with age and pregnancy. As a result, fewer pathogenic organisms are required to cause illness, and infections tend to be more severe (Lund and O’Brien, 2011). Studies indicate that consumers rely on various sources for food safety advice, including traditional media, healthcare professionals, and online platforms. Trust in these sources plays a key role, with television being particularly influential for older generations, while younger consumers often turn to social media and blogs. Preferences also vary by country and age group, shaping how food safety information is received (Banati et al., 2024). However, the increasing use of social media as an information channel raises concerns about misinformation and the credibility of sources (Vraga and Bode, 2020). Credibility of sources is particularly important for vulnerable consumers, such as young children, older adults, pregnant women, or individuals with compromised immune systems (YOPI), as they may depend on advice from external sources, such as healthcare providers or media, to make decisions regarding their health. Ensuring access to accurate, reliable, and well-sourced food safety information is crucial for these groups to make informed choices and protect their well-being. This project addresses a critical public health need by examining how vulnerable consumers on the island of Ireland navigate the increasingly complex information environment surrounding food safety. By identifying current information-seeking behaviours, sources, barriers, and potential engagement strategies, this research will inform more effective public health interventions tailored to the specific needs of YOPI groups.