Reducing foodborne illness requires not only preventing contamination through improved processing and inspection, but also educating consumers to avoid higher-risk consumption choices and to avoid cross-contamination while preparing food. Educating consumers in turn requires an understanding of who is most at risk and which factors motivate consumers to follow food safety recommendations. ERS research in these areas provides guidance for developing and targeting food safety education. ERS also conducts research on the effect of consumer demand for food safety on incentives to produce safer food, through liability lawsuits, avoidance of foods perceived as unsafe, and purchase of foods considered especially safe
