Avian Influenza—Factors Affecting Consumers’ Purchase Intentions toward Poultry Products

Xiaowei Wen, Sangluo Sun, Lin Li, Qinying He and Fu-Sheng Tsai
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Xiaowei Wen: College of Economics and Management, South China Agricultural University, Guangzhou 510642, China
Sangluo Sun: College of Economics and Management, South China Agricultural University, Guangzhou 510642, China
Lin Li: Youth Volunteers’ Guidance Center of Guangzhou, Guangzhou 510642, China
Qinying He: College of Economics and Management, South China Agricultural University, Guangzhou 510642, China
Fu-Sheng Tsai: Department of Business Administration, Cheng Shiu University, Kaohsiung 83347, Taiwan

IJERPH, 2019, vol. 16, issue 21, 1-13

Abstract: Recently, continuing outbreaks of avian influenza in China have not only caused great loss to the agricultural sector but also brought fear and distrust to consumers, seriously undermining consumer confidence in chicken products. We investigated consumers’ purchase intentions during avian influenza outbreaks by examining a regionally representative sample of 330 consumers in Guangzhou. With respect to 7 kinds of attributes, the ordered logit analysis indicated that possible health threat and uncertainty of the origin of poultry products may cause concern among consumers and cause them to avoid purchasing chicken products. Media reports have a great influence on consumers’ intentions to purchase chicken products during avian influenza outbreaks. Overall, this study suggests establishing an effective mechanism of public knowledge (of chicken products’ safety and quality) enhancement, in order to curb misleading media reports during avian influenza outbreaks.

Keywords: consumption; avian influenza; purchase intentions; media; China (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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