Consumer Intentions Of Buying Poultry Meat Under Perceived Biological, Chemical Or Technological Risk In Finland
The study focuses on various types of food safety risks: biological (zoonoses), chemical (chemical treatment of the meat) and technological (use of genetically modified feed). The emphasis was on how the perceived risks affect the purchase intentions in the case of broiler meat. In the case of each risk products the attitude-level variables had importance in explaining the buying intentions. The heterogeneity of the respondents regarding the purchase intentions of risk products was analysed by latent class logistic regression that included all three risk products. About 60% of the respondents belonged to the group of risk avoiders in which the purchase intention of risk food was significantly lower than in the second group of risk neutrals in which 64% of the respondents had the intention to use the broiler despite the possible increase in risk levels. Especially chemical treatment reduced the willingness to purchase. Among the risk avoiders the impact of zoonoses was smaller than the impact of GM-feed. Risk neutrals felt the risk of zoonoses as more significant than GM feed.
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