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Risk perception and chicken consumption in the avian flu age - a consumer behaviour study on food safety information

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  • Lobb, Alexandra E.
  • Mazzocchi, Mario
  • Traill, W. Bruce

Abstract

As the avian flu pandemic threatens Europe, consumer awareness of the theoretical possibility of contraction of the avian flu virus through consumption of chicken saw a decline in demand at the end of 2005, with peaks between 40% - 50% in Southern European countries such as Italy whilst having little impact on demand in Northern countries like the UK. Such food scares, coupled with an increasing awareness of food safety issues by the general public, highlight the importance of evaluating the perceived risks associated with food purchasing and consumption are paramount in order to provide effective policy communication in this area. There is considerable empirical evidence that different consumers respond to food risk communication in different ways. This implies that policymakers and food firms cannot rely on a single public information strategy for emerging food risks. Furthermore, the impact of food safety information varies significantly according to the sources that provide it. Using data are from a nationally representative pan-European survey of 2 725 respondents from five EU countries (France, Germany, Italy, Netherlands and the United Kingdom), we show that in a situation of increased perceived risk hence increased levels of involvement households across the EU are likely to respond in culturally specific ways which suggest a need for country level policy design.

Suggested Citation

  • 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).
  • Handle: RePEc:ags:aaea06:21464
    DOI: 10.22004/ag.econ.21464
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    References listed on IDEAS

    as
    1. Cook, A. J. & Kerr, G. N. & Moore, K., 2002. "Attitudes and intentions towards purchasing GM food," Journal of Economic Psychology, Elsevier, vol. 23(5), pages 557-572, October.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
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    RePEc Biblio mentions

    As found on the RePEc Biblio, the curated bibliography for Economics:
    1. > Economics of Welfare > Health Economics > Economics of Pandemics > Policy responses > Behavioral

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    Cited by:

    1. Glynn T. Tonsor & Ted C. Schroeder & Joost M. E. Pennings, 2009. "Factors Impacting Food Safety Risk Perceptions," Journal of Agricultural Economics, Wiley Blackwell, vol. 60(3), pages 625-644, September.
    2. Schroeder, Ted C. & Tonsor, Glynn T. & Pennings, Joost M.E. & Mintert, James R., 2007. "The Role of Consumer Risk Perceptions and Attitudes in Cross Cultural Beef Consumption Changes," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon 10254, Western Agricultural Economics Association.
    3. Yubao Cui & Luca Cacciolatti & Patrick Woock & Yinghua Liu & Xuehe Zhang, 2016. "A Qualitative Exploratory Investigation on the Purchase Intention of Consumers Affected by Long-term Negative Advertising: A Case from the Chinese Milk Sector," ECONOMIA AGRO-ALIMENTARE, FrancoAngeli Editore, vol. 18(3), pages 263-282.

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