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FSA consumer research to explore communications on food safety messaging

The FSA is responsible for food safety across England, Wales and Northern Ireland. Ipsos MORI was commissioned to carry out research to understand current behavioural drivers and attitudes towards communicating food safety messages and how these may vary by audiences.

During analysis of the research findings, the COM-B framework, was applied to help understand how best to support behaviour change. These components are referenced in the research conclusions and were used to develop a framework for the FSA Food Safety Communication Toolkit.