Trust in Crisis: Consumer Confidence Loss During Zoonotic Foodborne Outbreaks in Europe: A Narrative Review

Abstract

Background: Foodborne outbreaks remain a persistent public health challenge across Europe, with zoonotic pathogens such as Salmonella posing significant risks to consumers. Methods: This narrative review explores the intangible impacts of zoonotic foodborne outbreaks in Europe, with a particular focus on consumer confidence. Synthesising findings from 25 studies across Europe, it examines how consumer confidence is defined, measured, and influenced by outbreak events. Results: The review identifies institutional trust as a central mediator of consumer behaviour, shaping responses to both zoonotic and non-zoonotic threats. While outbreaks often trigger short-term avoidance and reduced purchase intention, these effects are moderated by trust in regulatory actors and the clarity of official communication. Consumer knowledge about pathogens varies widely, with high awareness of Salmonella but limited understanding of Campylobacter and other emerging risks. Food safety perception has shifted over time, with declining concern for microbiological contamination and rising attention to chemical hazards such as microplastics and chemical contamination. Discussion: Despite changes in sales, low consumer confidence may persist, as it reflects deeper concerns that are connected to system trust. The review highlights a lack of standardised methods to measure consumer confidence loss. Future research should focus on longitudinal research and more transparent communication in research.