Risk reduction: an insight from the UK poultry industry

The "Land of Fires" Toxic Waste Scandal and Its Effect on Consumer Food Choices

The present study focused on an environmental scandal that occurred in Italy, the Land of Fires toxic waste scandal, which caused consumer concerns related to the safety of food produced in the affected region, as well as massive market reduction in products associated with the polluted area. Based on a representative sample of Italian households (N = 1134), this study applied an extended Theory of Planned Behavior (TPB) model to analyze consumer purchases of regional food products after this environmental hazard. In addition to attitudes, subjective norms and perceived behavioral control, the model included risk perception, trust, and actual purchases. Using a structural equation model, our results provided support to the hypothesis that consumer perceptions of risk negatively impacted their purchase behaviors and suggested that increasing Italians' trust in government information could reduce their perceived risk and, consequently, increase their intention to purchase regional food.

The Influence of a Factitious Free-From Food Product Label on Consumer Perceptions of Healthfulness

BACKGROUND

Given the rapid rise of free-from products available in the marketplace (especially gluten-free), more research is needed to understand how these products influence consumer perceptions of healthfulness.

OBJECTIVE

To determine whether perceptions of healthfulness can be generated about free-from products in the absence of risk information.

DESIGN

A survey was administered to 256 adults. Two picture-based food product questions evaluated which products consumers perceived to be healthier. One free-from designation was fabricated (MUI-free), whereas gluten-free was used as the comparison designation. For each question, participants chose which product they thought was healthier (free-from, conventional, or equally healthy).

STATISTICAL ANALYSES

A χ(2) test was run to assess the difference between responses to picture-based food product questions. Multinomial regression assessed variance in responses attributable to participant demographic characteristics.

RESULTS

Among the respondents, 21.9% selected the MUI-free product as healthier, whereas 25.5% selected the gluten-free product as healthier. Frequency data showed that a significant number of participants chose both free-from products as healthier than the conventional products (P<0.001). Regression analysis found that individuals who identified as gluten intolerant or unsure of a gluten intolerance were significantly more likely than other participants to choose the free-from product as healthier compared with choosing "equally healthy" (P=0.040). Hispanics and those with an associate's degree or vocational training were significantly more likely than their referent groups (whites and those with a doctoral degree, respectively) to choose the free-from product as healthier compared with choosing "equally healthy" (P=0.022 and 0.034, respectively). Finally, African Americans were more likely than whites to choose the conventional product as healthier compared with choosing "equally healthy" (P=0.016).

CONCLUSIONS

Frequency data demonstrated that free-from products can generate perceptions of healthfulness in the absence of risk information. Self-reported intolerance data suggest that individuals with a heightened concern about the risks associated with gluten may perceive the larger category of free-from products as more healthful. In addition, ethnicity and education level appear to play a role in free-from product perception.

Relationships among trust in messages, risk perception, and risk reduction preferences based upon avian influenza in Taiwan

Improvements in communications technology enable consumers to receive information through diverse channels. In the case of avian influenza, information repeated by the mass media socially amplifies the consumer awareness of risks. Facing indeterminate risks, consumers may feel anxious and increase their risk perception. When consumers trust the information published by the media, their uncertainty toward avian influenza may decrease. Consumers might take some actions to reduce risk. Therefore, this study focuses on relationships among trust in messages, risk perception and risk reduction preferences. This study administered 525 random samples and consumer survey questionnaires in different city of Taiwan in 2007. Through statistical analysis, the results demonstrate: (1) the higher the trust consumers have in messages about avian influenza, the lower their risk perceptions are; (2) the higher the consumers' risk perceptions are and, therefore, the higher their desired level of risk reductive, the more likely they are to accept risk reduction strategies; (3) consumer attributes such as age, education level, and marital status correlate with significant differences in risk perception and risk reduction preferences acceptance. Gender has significant differences only in risk reduction preferences and not in risk perception.