Multinomial logit models comparing consumers' and producers' risk perception of specialty meat

E. William Nganje, Simeon Kaitibie and Thomas Taban
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E. William Nganje: Department of Agribusiness and Applied Economics, North Dakota State University, Fargo, ND 58105, Postal: Department of Agribusiness and Applied Economics, North Dakota State University, Fargo, ND 58105
Simeon Kaitibie: Department of Agribusiness and Applied Economics, North Dakota State University, Fargo, ND 58105, Postal: Department of Agribusiness and Applied Economics, North Dakota State University, Fargo, ND 58105
Thomas Taban: Department of Agribusiness and Applied Economics, North Dakota State University, Fargo, ND 58105, Postal: Department of Agribusiness and Applied Economics, North Dakota State University, Fargo, ND 58105

Agribusiness, 2005, vol. 21, issue 3, 375-390

Abstract: There is a dichotomy of risk perception between consumers and processors of specialty meats. Studies show that consumers continue to resist these meats and perceive them as somewhat unsafe while processors perceive them to be safe. This study uses survey data from 401 consumers and 22 bison processors to evaluate the determinants of food safety risk perception gaps. Results indicate that significant food safety risk perception gaps exist between consumers and producers of bison meat. Outrage, among other factors, accounts for consumer risk perception while the number of years in business is a major determinant of producer risk perception. Consumers' food safety risk perception affects the frequency of consumption of bison meat. This creates difficulties in formulating marketing strategies and policy initiatives aimed at moving specialty meats beyond niche markets. [EconLit citations: Q180, D190, C140.] © 2005 Wiley Periodicals, Inc. Agribusiness 21: 375-390, 2005.

Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:21:y:2005:i:3:p:375-390

DOI: 10.1002/agr.20053

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