Preparatory work in support of risk communication on plant health

In the context of the Farm to Fork Strategy, there is a need to continue awareness‐raising efforts about plant health risks amongst the general public and stakeholders. The European Food Safety Authority (EFSA) has been asked to provide technical input on this issue based on social science evidence. This report summarized the preparatory work undertaken to support the development of a multi‐year campaign on plant health. European citizen and plant‐sector operator's level of awareness, and understanding of plant health is generally low, with some plant sector operators (gardeners, nurseries, and farmers) showing higher awareness. Risk perception in relation to plant health and the attitude towards biosecure measures vary across citizens and plant sector operators. As the evidence explained, citizens’ perceptions and behaviours are shaped by cultural, and individual‐related factors, while economic factors might influence plant sector operators’ risk perception and behaviours. Overall, the research indicates that various actors (citizens, consumers, plant buyers, tourists, air and sea passengers, non‐native European communities living in the EU, horticulturalists, forestry, arboriculture, nurseries, farmers, professional gardeners, online plant sellers, and third countries’ commercial partners) can play a role in preserving plant health and as such they could all be potential targets of a plant health campaign. With regards to citizens, four personas were identified: the curious traveller, home gardeners and hobby, the conscious young parent, and the adventurous food responsible. These personas have different motivations and interests and different awareness level in terms of plant health and related risks. Communication messages could be built on these differences. The insights collected and the recommendation outlined serve the purpose of supporting EFSA to provide advice and technical input on the audience segment(s) to be targeted by communication on plant health risks, and a possible multi‐year communication strategy for an awareness‐raising campaign on plant health.

This publication is linked to the following EFSA Supporting Publications articles: http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2023.EN-8023/full, http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2023.e210501/full