Heterogeneous Risk Perceptions: The Case of Poultry Meat Purchase Intentions in Finland

Jaakko Heikkilä, Eija Pouta, Sari Forsman-Hugg and Johanna Mäkelä
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Jaakko Heikkilä: MTT Economic Research, Latokartanonkaari 9, Helsinki FI-00790, Finland
Eija Pouta: MTT Economic Research, Latokartanonkaari 9, Helsinki FI-00790, Finland
Sari Forsman-Hugg: MTT Economic Research, Latokartanonkaari 9, Helsinki FI-00790, Finland
Johanna Mäkelä: Department of Teacher Education, University of Helsinki, P.O. Box 8 (Siltavuorenpenger 10), Helsinki FI-00014, Finland

IJERPH, 2013, vol. 10, issue 10, 1-19

Abstract: This study focused on the heterogeneity of consumer reactions, measured through poultry meat purchase intentions, when facing three cases of risk. The heterogeneity was analysed by latent class logistic regression that included all three risk cases. Approximately 60% of the respondents belonged to the group of production risk avoiders, in which the intention to purchase risk food was significantly lower than in the second group of risk neutrals. In addition to socio-demographic variables, the purchase intentions were statistically associated with several attitude-based variables. We highlighted some policy implications of the heterogeneity. Overall, the study demonstrated that risk matters to consumers, not all risk is equal, and consumer types react somewhat differently to different types of risk.

Keywords: poultry; consumer behaviour; risk; food safety; consumer heterogeneity (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2013
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