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The Role of Consumer Risk Perceptions and Attitudes in Cross Cultural Beef Consumption Changes

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Author Info

  • Schroeder, Ted C.
  • Tonsor, Glynn T.
  • Pennings, Joost M.E.
  • Mintert, James R.

Abstract

Beef food safety events have contributed to considerable market volatility, produced varied consumer reactions, created policy debates, sparked heated trade disputes, and generally contributed to beef industry frustrations. Better understanding of the forces causing observed consumer reactions in light of beef food safety events is critical for policy makers and industry participants. We examine whether consumers altered their beef consumption behavior because of their risk aversion and risk perceptions stemming from information about beef food safety in recent years. We use data from a total of 4,000 consumers in the U.S., Canada, Mexico and Japan to estimate a two-stage Probit/double-bounded Tobit modeling framework. Results reveal there are stark differences in risk perceptions and risk aversion regarding beef food safety across consumers in the four countries and that these differences are revealed through different beef consumption behavior. An improved understanding of food safety perceptions and attitudes will enable policy makers and agricultural industries to better anticipate consumers changing consumption behavior, if a food safety event occurs. Consumers from the four countries examined exhibited heterogeneous food safety perceptions and attitudes. Results suggest that food safety management strategies should vary across countries because of identified differences in food safety risk attitudes and risk perceptions.

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File URL: http://purl.umn.edu/10254
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Bibliographic Info

Paper provided by Western Agricultural Economics Association in its series 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon with number 10254.

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Date of creation: 2007
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Handle: RePEc:ags:waeapo:10254

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Web page: http://waeaonline.org/
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Related research

Keywords: Cross-culture; risk attitude; risk perception; food safety; beef; Food Consumption/Nutrition/Food Safety; Livestock Production/Industries;

References

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  1. Pennings, Joost M.E. & van Ittersum, Koert, 2004. "Understanding And Managing Consumer Risk Behavior," 2004 Annual meeting, August 1-4, Denver, CO 20163, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  2. Joost M.E. Pennings & Philip Garcia, 2001. "Measuring Producers' Risk Preferences: A Global Risk-Attitude Construct," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(4), pages 993-1009.
  3. Jayson L. Lusk & Keith H. Coble, 2005. "Risk Perceptions, Risk Preference, and Acceptance of Risky Food," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(2), pages 393-405.
  4. Joost M. E. Pennings, 2004. "Channel Contract Behavior: The Role of Risk Attitudes, Risk Perceptions, And Channel Members' Market Structures," The Journal of Business, University of Chicago Press, vol. 77(4), pages 697-724, October.
  5. Thomas Marsh & Ted Schroeder & James Mintert, 2004. "Impacts of meat product recalls on consumer demand in the USA," Applied Economics, Taylor & Francis Journals, vol. 36(9), pages 897-909.
  6. Lobb, Alexandra E. & Mazzocchi, Mario & Traill, W. Bruce, 2006. "Risk perception and chicken consumption in the avian flu age -– a consumer behaviour study on food safety information," 2006 Annual meeting, July 23-26, Long Beach, CA 21464, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  7. Cargill, Thomas F & Rausser, Gordon C, 1975. "Temporal Price Behavior in Commodity Futures Markets," Journal of Finance, American Finance Association, vol. 30(4), pages 1043-53, September.
  8. Joost M.E. Pennings & Ale Smidts, 2000. "Assessing the Construct Validity of Risk Attitude," Management Science, INFORMS, vol. 46(10), pages 1337-1348, October.
  9. Hikaru Hanawa Peterson & Yun-Ju (Kelly) Chen, 2005. "The impact of BSE on Japanese retail meat demand," Agribusiness, John Wiley & Sons, Ltd., vol. 21(3), pages 313-327.
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Cited by:
  1. Fred A. Yamoah & David E. Yawson, 2014. "Assessing Supermarket Food Shopper Reaction to Horsemeat Scandal in the UK," International Review of Management and Marketing, Econjournals, vol. 4(2), pages 98-107.

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