Food safety and consumers' attitude in a new EU member state. A case study of Hungary.

Food safety problems are gaining importance throughout Europe. National food safety strategies are required and in the center of these strategies are consumers. The aim of our study was to analyse the behavior of Hungarian consumers and their food safety-related knowledge based on cluster analysis of principal component scores. We have identified five clusters: 'uncertain curios', 'optimistic technocrats', 'indifferent', 'distrustful' and 'incoherent' consumers. The name of each group is reflecting the most characteristic feature of the cluster. Furthermore, their socio-economic and educational background was dominant, as well. Consequently, our most important aim should be to strengthen the efficiency of risk communication towards consumers relating to food safety issues if we want to preserve their fragile confidence.