Consumption of food is particularly influenced by technological changes and innovations. Food safety has become a major public concern. Even though in general, the level of risks associated with poor quality of food has declined over years, a highly technological society we are living in today introduces new risks associated with the quality of products consumed. The emerging 21st century has brought ecological disruption, pesticides and highly sophisticated methods of growing and storing of vegetation. Consequently, there is a need to take an insight to what extent consumer consumption of food is influenced by risk resulting from technological innovation. The level of awareness of risks associated with purchasing and consumption of food among population is another key issue that should be discussed. The ongoing debates regarding an attempt of US government to reassure publicity about high level of safety of the food industry today is another reason why the research in this field should be conducted.



Food is vastly recognized as a symbolic value that allows identifying and differentiating between those who consume and the remainder of society. According to Fischler man is a product of what he eats and food establishes a way for an individual to be incorporated into culture. High level of industrialization of society leads to disappearance of the symbolic message of food. Standardized food looses the identity. In accordance with the neo-classical perspective, labeling and certification of food has been largely an issue directly related to quality management with the prime function to reduce the level of uncertainty and risks associated with consumption of a certain product and establish a way for rational consumer choice. In accordance with the anthropological perspective on consumption, labeling is a way to reconstruct the lost identity of food in the industrialized society and by means of this to preserve identity of an individual.

Food safety and especially pesticide use are difficult to communicate to public and often businesses choose not to reveal the information, as polarization of consumers in this case is unavoidable. The need to raise awareness of society on risks resulting from food consumption has been acknowledged as early as in 1978 by Fischhoff, Slovic, and Lichtenstein. The scholars reported that reduction of risks leads to reduction of benefits, whereas a regular consumer is normally willing to tolerate some risks in the light of benefits to be realized. Later on, in the National Research Council's Committee on Risk Perception and Communication estimated that on average people prefer to have more options to choose from with explanation of consequences resulting form each choice especially in situations when the level of risk to be consumed is under their control.

On the other hand, media researches conducted in this field emphasize the importance of a balanced view that is given to consumers with both benefits and consequences to be realized in the long run rather then in the short term. Other scholars emphasize the importance of a rational choice to be made by consumers. As Sandman points out, people must be alerted about the upcoming dangers. Rational decision making involves clear and high level of awareness alongside with assessment of the possible risks associated with consumption of certain product and personal responsibility for the action not only by consumers, but also by governmental officials, scientists, and producers.