Attitudes toward chemicals are associated with preference for natural food

Consumers express concerns about chemicals in their diet. We hypothesized that general positive and negative attitudes toward synthetic chemicals and dose–response insensitivity influence consumers’ risk perceptions of chemicals in food and preference for natural food. We expected gender differences in these domains. Data was taken from a postal survey. Structural equation modeling was used to test our hypotheses. Positive attitudes toward chemicals were correlated negatively, and dose–response insensitivity was correlated positively, with risk perceptions of chemicals in food. Risk perceptions of chemicals in food were positively correlated with preference for natural food. For all variables, gender differences were observed. Our findings show that general attitudes toward chemicals influence perceptions in the food context. Consumers’ dose–response insensitivity might lead to an inappropriate perception of exposure hazards. Contaminants and additives in food are perceived differently according to their origin. Women are more sensitive than men to chemical exposure hazards.