Conceptual analysis reveals consumer decisions around raw milk stem from differing food safety interpretations, suggesting transparent engagement is necessary to rebuild trust.
Raw milk remains popular among consumers despite recent outbreaks of foodborne illnesses and public health warnings. Raw milk consumption is not simply consumer rejection of food safety, but a reflection of how consumers interpret food safety. We examine how trust, beliefs, and values affect consumers' decisions about raw milk consumption and how to build trust with consumers through greater transparency and engagement.
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Yaohua Feng (2026) studied this question.
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