The Effects of Avian Influenza News on Consumer Purchasing Behavior: A Case Study of Italian Consumers' Retail Purchases
AbstractTo better understand how information about potential health hazards influences food demand, this case study examines consumers’ responses to newspaper articles on avian influenza, informally referred to as bird flu. The focus here is on the response to bird flu information in Italy as news about highly pathogenic H5N1 avian influenza (HPAI H5N1) unfolded in the period October 2004 through October 2006, beginning after reports of the first outbreaks in Southeast Asia and extending beyond the point at which outbreaks were reported in Western Europe. Estimated poultry demand, as influenced by the volume of newspaper reports on bird flu, reveals the magnitude and duration of newspaper articles’ impacts on consumers’ food choices. Larger numbers of bird flu news reports led to larger reductions in poultry purchases. Most impacts were of limited duration, and all began to diminish within 5 weeks.
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Bibliographic InfoPaper provided by United States Department of Agriculture, Economic Research Service in its series Economic Research Report with number 56477.
Date of creation: Aug 2008
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Avian influenza; bird flu; consumer behavior; food safety; poultry sales and consumption; risk perception and response; Agricultural and Food Policy; Health Economics and Policy; Institutional and Behavioral Economics; International Relations/Trade;
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