Climate change and globalization increase the possible occurrence of new food safety risks on fresh produce. Hence, food risk communication needs to be carried out worldwide. This research investigates how consumers in different European countries respond to communication about these new food safety risks. Cross cultural differences between Serbia, Spain, Norway and Belgium, with regard to affective reactions, risk perception, trust, and behavioral intentions are analyzed. Both the emotional and cognitive reactions differ significantly between the countries, as well as the interplay between them, and the behavioral intentions. Hence, the communication strategy needs to be adapted on a national level
