Work

Heterogeneous Risk Perceptions: The Case of Poultry Meat Purchase Intentions in Finland

Year: 2013

Type: article

Abstract: This study focused on the heterogeneity of consumer reactions, measured through poultry meat purchase intentions, when facing three cases of risk. The heterogeneity was analysed by latent class logistic regression that included all three risk cases. Approximately 60% of the respondents belonged to the group of production risk avoiders, in which the intention to purchase risk food was significantly lower than in the second group of risk neutrals. In addition to socio-demographic variables, the purchase intentions were statistically associated with several attitude-based variables. We highlighted some policy implications of the heterogeneity. Overall, the study demonstrated that risk matters to consumers, not all risk is equal, and consumer types react somewhat differently to different types of risk.

Source: International Journal of Environmental Research and Public Health

DOI: 10.3390/ijerph10104925

Authors: Jaakko Heikkilä, Eija Pouta, Sari Forsman-Hugg, Johanna Mäkelä

Institutions: Agrifood Research Finland, University of Helsinki

Language: English

Topic: Risk Perception and Management

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Zero hunger

Open Access status: gold

Estimated APC paid: $3,016