Communication strategies in food safety: Application and analysis of the MECCAS Model in the context of local markets

This article aimed to propose a MECCAS model for communication purposes on food safety in the local fruit and vegetable sector and to verify its effectiveness by comparing its application to a conventional communication approach. The research has three phases: creation of advertising pieces by an agency; concept testing with consumers; and assessment of the model by the agency directors. The piece developed following the MECCAS guidelines was considered more effective in achieving communication objectives. The benefits and limitations of the model were highlighted. This research is a pioneer in addressing MECCAS for communication purposes in food safety.

• Publication year

  2025

• Venue

  International Journal on Food System Dynamics

• Publication date

  2025-11-04

• Fields of study

  Not labeled

• Identifiers
  DOI 10.1163/18696945-bja00023
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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