=Paper=
{{Paper
|id=Vol-1746/paper-12
|storemode=property
|title=Data Science to Measure the Consumer Perception on Food Safety
|pdfUrl=https://ceur-ws.org/Vol-1746/paper-12.pdf
|volume=Vol-1746
|authors=Ana Resulaj Ktona,Etleva Dashi Muça,Ela Vrenozi,Denada Xhaja Çollaku,Alba Çomo
|dblpUrl=https://dblp.org/rec/conf/rtacsit/KtonaMVCC16
}}
==Data Science to Measure the Consumer Perception on Food Safety==
https://ceur-ws.org/Vol-1746/paper-12.pdf
Data Science to measure the consumer perception on food safety
Ana Ktona
Etleva Muça Denada Xhaja Alba Çomo
Dep.Informatis, Ela Vrenozi
Faculty of Dep.Informatis, Dep.Informatics,
Faculty of GFS Research,
Economy and Faculty of Natural Faculty of Natural
Natural Tirana
Agribusiness Sciences, Tirana Sciences, Tirana
Sciences, Tirana elavrenozi@yaho
evadashi@ubt denada.xhaja@fs alba.como@fshn.
ana.ktona@fshn. o.com
.ed hn.edu.al edu.al
edu.al
Abstract are increasingly concerned about the
content of the products they consume
Recent years the issue of food safety is and they require not only quality but
becoming one of the most discussed above all food safety. However, these
topics not only in the circles of experts, findings were not sufficient to provide
but also to albanian consumers. accurate estimates for food safety
Identifying the origin of the product is perception of consumers. This is the
essential to have a high quality and safe reason why a study was undertaken at
system. According to FAO (WHO) country level. Recognition and
"access to quality and safe food is a evaluation of this situation will serve us
fundamental individual right". to understand the importance of food
Guaranteeing this right is an important safety, as well as the elements that
priority of the Government. In the area albanian consumers consider when
of food safety, veterinary and classifying a safe food. To realize the
phytosanitary issues, more than two main purpose of the work we created
hundred of EU laws are adopted into two questionnaires, one for consumers
national legislation and several major and one for traders / farmers. Data will
steps have been taken. Despite the be collected through these semi closed
updates made in legislation: Do the questionnaires in 12 counties of
albanian consumers feel sure for the Albania. Analysis of data will be done
food they consume? Are they informed through appropriate methods of Data
that ensuring the food safety is related to Science. The choice of which method to
the establishment of a traceability use will be made after comparing the
system for each product? To answer this performance they have over our data
question, we created a questionnaire for and the knowledge that discovers each
consumers and gathered some of them after the implementation on
preliminary information from consumers these data.
in the Tirana district. Preliminary
conclusions by analyzing data collected Keywords: food safety, food labeling,
from these surveys show that consumers consumer, survey, data science.
1. Introduction Consumers seek for less expensive foods that
pose no risk and believe that the food safety
Food safety contains features and practices that must be addressed at the farm or during
should be implemented to ensure the safety of processing. However how much information do
all food products. These practices include; rules the consumers require for the food products they
and standards, inspections and controls of food buy? Does the food safety affects the consumer
and laboratory capacity. Food manufacturers are choice on food? How important is the origin,
primarily responsible for ensuring the safety of production and distribution of food to the
their food products, but also processors and consumer? Do all the agricultural products need
consumers have a role in this process. Food a kind of labeling and tracing system? These are
safety practices should cover the entire food some questions raised during this study and to
chain, including the environment, primary which we will try to answer by gathering
production, processing, distribution, preparation information from the consumers and
of the product ready for consumption. traders/farmers themeselves.
The main goal of EU policy on food safety is to
protect the interests and health of consumers 2. Methodology and materials
while guaranteeing the good functioning of one
single market. To prevent food-borne diseases The main purpose of this study is to recognize
are involved many sectors such as; public health, and evaluate the current situation in terms of
animal health, plant and agriculture. For a better food safety to the consumers food and in this
prevention effective communication, exchange context, analyze and confirm hypotheses related
of information and coordination of actions is to food safety concerns.
required from all the sectors.
Agricultural production and food security is For this purpose a survey was conducted with
considered one of the strategic sectors of both consumers and farmers/traders. It is used a
Albania. qualitative methodology of collecting and
This sector aims to ensure safe food of high processing information, identifying and
quality based on international standards, further analyzing different variables in favor of building
development of agricultural production and food safety statistics. The face to face
processing capacities, and also improvement of interviewing method is used as it is considered
the food chain in the country. The food sector as one of the most trusted methods of gathering
aimes to meet the local demand for food, information.
providing employment, reducing imports of To conduct the study were used two types of
agricultural products and increasing export questionnaires. One questionnaire addressed to
capacities, integration into international the consumer and the other to the trader/farmer.
organizations, improving rural life, sustainable A total of 70 people were interviewed, among
development and fnally why not an achievement which 50 consumers and 20 traders/farmers.
of economic growth in Albania. Questions directed to the consumer are mostly
Production of sufficient amounts of food while about the food they consume and the food
maintaining acceptable nutritional characteristics safety. The questionnaire used for
to meet the growing needs of the population traders/farmers indludes questions about their
remains one of the most humane but also more clients and the product origins. Demographic
challenging activities for all food manufacturers. questions are included as well on both
questionaires to classify the respondets and help food labeling and treacability system is a cost
understand and analyze better their responses . for the business operator therefore
traders/farmers who sell food without label offer
3. Actual situation of albanian consumer it cheap and in a difficult economic situation
food safety most of buyers prefer to buy at a lower price. As
many local studies indicate that the prices are
There are several features that a food product
rising but revenues and food expenses for most
must have to ensure its safety. Earlier on this
of Albanian families remain the same.
paper we mentioned labeling and food
traceability system as main factors that provide 4. Results from the survey
to the consumer information about the food
safety . Food must be accompanied by a The survey investigated the food purchasing
production label production, which in fact is like behavior of a representative sample in Tirana
a passport for the product. It provides useful district. Two questionnaires were addressed to
information about the origin of the product, different persons among which 67% were
composition, microbiological composition, date consumers and 33% traders/farmers.
of expiry. Traceability is the process of tracing The results indicate that most of the consumers
and tracking food in all stages of production, (68%) control the food products for labeling
processing and distribution [Muk14]. although all of them (100%) buy food products
Traceability is defined at all levels of without labels. This indicates that although
production, processing and distribution of food, labeling is considered important by the
raw materials, with vegetable or animal origin, consumers, it does not affect their purchasing
animals that produce food or used in food behavior. A cfause for that maybe the lack of
production, including the tracing of any other information about the labeling importance
substances used on food production. Local food among the consumers. An interesting fact is that
business operators establish a database system to interviwed males do control the food labels
record all data and ensure the procedures which (77% of them) more than females (62%).
enable their identification at any time.These The age of the interviewers was set to be from
databases enable the identification of any food 15 to 80 years old considering the fact that they
fuenisher who has supplied the business must be decision makers on buying food for the
operator with specific food. Business operators family. Interviwers were divided into four age
save this information for three years and than groups to make tha sample more representative.
pass it to the Ministry of Agriculture, Food and The four age groups give importance on
Consumer Protection at their request. controling the food labels when buying food
(>60%).
Many consumers are not aware of the existence Most of adolescent consumers aged from 15 to
of such system and they usually do not seek this 18 years old control the food labels (73,68%)
kind of information when buing food products. the same happens with young adults aged 19 to
The survey conducted showed that all the 30, 75% of them control the labels when buying
interviewed consumers (100% of them) buy at food. With the older interviwers the percentage
least one food product withowt labeling. A cause gets lower, (63,16 % for group age 31 to 50 and
for this result may be that the Albanians 62,5% for the aged between 51 and 80 years
consumers prefer buing meat, fish and old). These values show that younger consumers
vegetables from local farmers which most of control the food labeling more than older ones.
them have no labels for the food they sell. Also This maybe considered as an indicator that the
young consumers have a higher level of uncontrolled fish and meat products gets lower.
information on food labeling therefore they give From 50% of interviwers with low level of
more importance to it. Another hipothesis maybe education who buy fish and meat on casual
that the younger consumers have less experience shops, it decreases to 16% for the intreviwers of
on buying and cooking food products so they medium education and only 7% for the
need to know more about the food product they interviwers with high level of education.
buy.
Generally respondents present themselves as Table 2. Control of food label by education level.
consumers almost always careful to Percentual values
characteristics of food products as testifyies the
Food Education level
habit of reading information reported on labels. Answer
products Mediu Hig
On the other hand the purchase of products of s
habits Low m h
excellence – those always labeled and branded – 80,0
50,00 65,00
is yet a rare habit, at least in part, it can be Control Yes 0
food 20,0
assumed, for cost reasons. There are many produts No
50,00 35,00
0
Albanians who in their food consumtions, prove labels 100,
100,00 100,00
to be not oriented to quality but on saving, Total 00
always choosing the cheapest offer without Buy fish Yes 50,00 16,00 7,00
and meat 93,0
taking into account the source. on 50,00 84,00
No 0
It is without a doubt a quota of risen consumers imporvise 100,
d shops 100,00 100,00
during these years pressing economic crisis. Total 00
Table 1. Control of food label by age. Percentual This result analysis may say that , generally, to a
values higher level of education corresponds a greater
attention to the food provenience, quality and
Control of food label
labels control.
Age of
Yes No Total
consumers
15-18 years old 73,68 26,32 100,00
19-30 years old 75,00 25,00 100,00
31-50 years old 63,16 36,84 100,00
51-80 years old 62,50 37,50 100,00
They are numerous - especially among the
respondents with higher education - those who
favor the labeled and controlled food
consumption: 80% with higher education control
the food labels, 65% of medium education and
50% with low education level. As it is obvious
regardless the education level, food labeling is a Figure 1. Relationship between level of education
sensitive case for most of the consumers. and food labeling control
Analogous results also for fish and meat
The major part of the persons interviwed (84%)
consumption: as the education level gets higher
declare that spend for food products half of their
the percentual of buying and consuming
family monthly income, considering the fact that and 86% of them ask for the origin and
most of them (78%) declare themselves as controlled and/or labeled products.
families with medium economic standards this
Table 3. Control of label and origin according to
would leave to the conclusion that those
traders. Percentual vaues
consumers spend a lot for food.
Considering also the traders/farmers answers, Control of label
Yes No Total
most of them confirm that their consumers buy and origin
regulary fruits and vegetables (92%) and meat or Fruits and
20,00 80,00 100,00
vegetables
animal originated products (85%).
Meat, milk and
This confirms the habit of albanians to eat good 86,00 14,00 100,00
sub-products
and give great importance to the food they
consume.
On the other hand for the families with In addition of food labeling problem, traders
economic difficulties, it is observed that most of themselves confirm they sell food products
them choose food considering the lower price without labels, at least most of them (87,50%)
more than the quality. Proof of this is the and only a small part (12,50%) do not sell
blooming in the albanian cities of shops, street products without labels. This means that the
vendors - especially fruit and vegetables – problem is not just informing consumers about
featuring low prices and poor quality. Analysis the labels and tracebility importance to assure
of the survey respondents partly confirms this frood safety but also to raise awareness among
issue, most of them declare to by food –fruit and traders about the food labeling and tracing.
vegetables- on local or street vendors (60% of Most of traders (81%) claim that consumers do
the interviwed) and the rest (40%) buy these not react to products without labels only (19%)
products on regular markets or supermarkets. of traders responded that labeling of products
causes reaction.
Consumers are more sensitive when it comes to Both of those observations support each other to
products of animal origin (meat,milk and their explain traders behavior. As it can be presumed
sub-products) , 52% of the respondets buy traders may take for granted the disinterest of
products at controlled markets and consumers on food labeling so they do not
supermarkets, a considerable part of them tend consider relevant food labeling.
to buy those products directly from the farmers
(42%) which is explained by their freshness and 5. Data Science actual and future
only a few of the respondents ( 6%) buy to local contribution
shops or vendors.
From the data collected and analysed this survey
Results gathered from traders interviwed also
highlights some of the main problems that need
confirm there is more sensitivity on products
to be solved to guarantee the food safety.
coming from animals than fruits and vegetables.
The very first problem ,according to results is
According to traders, 80% of the consumer does
the lack of information about importance of food
not require information or check for labels on
labeling among the consumers and traders. A
fruits and vegetables and only 20% of them do.
partial solution from state organs might be to
The opposite for products with animal origin,
organize open events or tv spots to inform the
where only 14% of the consumers/buyers don’t
public and by reducing costs of product labeling
show interest of the products origin and labels
for the food traders or producers. Another
solution is to build a secure system of generated to understand the recent trends and
treacability and that the product origin and it’s situations on food safety.
phases are included to the product label. Of
course there are many other solutions and steps 6. Call to action and the future
to be taken but here are mentioned a few.
What food producing and trading companies
These results show that many other surveys should do to get the most from the power of
should be taken in a wide range, including a Data Science:
larger sample and more topics on food Handwritten data on food products
consumption and safety. Also information from should be eliminated, use digital data
websites, social networks could be veryu useful instead [Wied15].
to help understand the consumers concerns on Invest more in I.T systems and
food safety and their needs for safe food. solutions, including data analysts.
This could be a Big data search. Similar to other
Demand better predictive analyses
areas, the amount of “food safety related” data
[Wied15].
being generated by government, industry and
Move from retrospective trouble
academia is increasing rapidly [Wied15] . shooting to prospective problem
Track and Trace monitoring prevention
RFID chip technologies Use structured and unstructured sources
Sensor-based technologies of food data
(Humidity, Temperature)
Ask questions and question assumptions
More testing (targeted and untargeted)
Train data scientists that can address
Social media food related issues
Outbreak detection and genome Enter public-private partnerships that
sequencing facilitate use of Data Science in food
GIS based data safety as well as food production,
Having the right data and applying the right data processing and distribution.
mining techniques on them, many other models
Developing online platforms for global
maybe discovered and systems generating these networking, databases for information
models may be built. These models may result sharing and tools to support food safety
of a great importance to the food associations management.
and local government organisms helping them
make the right decisions and investments on
food safety. Another practical facilitiy that the use of Data
The construction and functioning of early Science provide for large food companies or
warning systems will inevitably require the other interested parties would be building a risk
involvement of domain experts. However, management system. Such a system would
with the help of data mining, we can relieve involve a process control approach with a flag
those experts from many time consuming system in place to signal where a new trend on
tasks, and also complement their knowledge food is developing. For example, green flags
that indicate normal levels of activity would
with new, interesting relations.
move to red if significant additional features are
Using all of these steps of Data Science is also
involved or combinations of contaminants occur
useful to traders/farmers and consumers as they
or levels of contaminant exceed set
may always refer to survey results and models
concentrations. This level of activity would regulation system, the Albanian food quality
ideally incorporate government and company safety guarantee system would be more
laboratory or food safety information complete. Food traceability system has been
management system feeds. considered as an effective means of protecting
Build of a digital food treacability system the interests of consumers and improving the
might be a great advantage as well, giving the food safety. If food enterprises want to have a
food producers the possibility to track on real- place in the highly competitive international
time their product and discover early safety market, the Food Safety Traceability System
problems that might occur during production or ,which gives enterprises a competitive
distribution phases [ML16]. advantage, must be established, and abilities of
food-tracing and data analysis must be kept, for
improving the food safety management level.
Conclusions Meanwhile, based on correct data, government
regulators are expected to keep the over-all
In recent years, Albania has made some situation of food quality safe.
achievements in the development of food Data Science is without a doubt is a great partner
industry. However, food safety problems, which on this field. By keeping record of digital data,
could not only impact the Albanian food export gathering information through surveys or Big
trade and the sustainable economic Data techniques, analyzing, generating models
development, but directly threaten the health and and building systems that use Data Mining, the
safety of customers, have become more critical. quality control would definitely be more
With the development of social economy and the effective, thus bringing to a safe food.
improvement of technologies, the food quality
control system has being progressively refined
because of the implementation of the food References
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