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Heterogeneous Risk Perceptions: The Case of Poultry Meat Purchase Intentions in Finland
MTT Economic Research, Latokartanonkaari 9, Helsinki FI-00790, Finland
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; in revised form: 12 September 2013 / Accepted: 29 September 2013 / Published: 11 October 2013
Abstract: 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
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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.
Heikkilä J, Pouta E, Forsman-Hugg S, Mäkelä J. Heterogeneous Risk Perceptions: The Case of Poultry Meat Purchase Intentions in Finland. International Journal of Environmental Research and Public Health. 2013; 10(10):4925-4943.
Heikkilä, Jaakko; Pouta, Eija; Forsman-Hugg, Sari; Mäkelä, Johanna. 2013. "Heterogeneous Risk Perceptions: The Case of Poultry Meat Purchase Intentions in Finland." Int. J. Environ. Res. Public Health 10, no. 10: 4925-4943.