IJERPH, Vol. 16, Pages 4139: Avian Influenza —Factors Affecting Consumers’ Purchase Intentions toward Poultry Products
IJERPH, Vol. 16, Pages 4139: Avian Influenza—Factors Affecting Consumers’ Purchase Intentions toward Poultry Products
International Journal of Environmental Research and Public Health doi: 10.3390/ijerph16214139
Authors:
Xiaowei Wen
Sangluo Sun
Lin Li
Qinying He
Fu-Sheng Tsai
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.
Source: International Journal of Environmental Research and Public Health - Category: Environmental Health Authors: Xiaowei Wen Sangluo Sun Lin Li Qinying He Fu-Sheng Tsai Tags: Article Source Type: research
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