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Int. J. Environ. Res. Public Health 2013, 10(10), 4925-4943; doi:10.3390/ijerph10104925

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

1,* , 1,†
1 MTT Economic Research, Latokartanonkaari 9, Helsinki FI-00790, Finland 2 Department of Teacher Education, University of Helsinki, P.O. Box 8 (Siltavuorenpenger 10), Helsinki FI-00014, Finland These authors contributed equally to this work.
* Author to whom correspondence should be addressed.
Received: 21 August 2013 / Revised: 12 September 2013 / Accepted: 29 September 2013 / Published: 11 October 2013
(This article belongs to the Special Issue Food Safety and Public Health)
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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 poultry; consumer behaviour; risk; food safety; consumer heterogeneity
This is an open access article distributed under the Creative Commons Attribution License (CC BY) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Heikkilä, J.; Pouta, E.; Forsman-Hugg, S.; Mäkelä, J. Heterogeneous Risk Perceptions: The Case of Poultry Meat Purchase Intentions in Finland. Int. J. Environ. Res. Public Health 2013, 10, 4925-4943.

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Int. J. Environ. Res. Public Health EISSN 1660-4601 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert