Heterogeneous risk perceptions : the case of poultry meat purchase intentions in Finland
Heikkilä, Jaakko; Pouta, Eija; Forsman-Hugg, Sari; Mäkelä, Johanna (2013)
Heikkilä, Jaakko
Pouta, Eija
Forsman-Hugg, Sari
Mäkelä, Johanna
Julkaisusarja
International Journal of Environmental Research and Public Health
Volyymi
10
Numero
10
Sivut
4925-4943
2013
by
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi-fe2016122031625
http://urn.fi/URN:NBN:fi-fe2016122031625
Tiivistelmä
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.
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.
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