title: Heterogeneous risk perceptions: the case of poultry meat purchase intentions in Finland.
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.
authors.affiliation: MTT Economic Research, Latokartanonkaari 9, Helsinki FI-00790, Finland. jaakko.heikkila@mtt.fi.
authors.forename: Jaakko
authors.initials: J
authors.lastname: Heikkilä
authors.forename: Eija
authors.initials: E
authors.lastname: Pouta
authors.forename: Sari
authors.initials: S
authors.lastname: Forsman-Hugg
authors.forename: Johanna
authors.initials: J
authors.lastname: Mäkelä
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D000818:Animals; D059031:Anticipation, Psychological; D002755:Choice Behavior; D003258:Consumer Behavior; D003625:Data Collection; D005260:Female; D005387:Finland; D005516:Food Microbiology; D005518:Food Preferences; D059022:Food Safety; D006801:Humans; D033182:Intention; D008297:Male; D008460:Meat / Q000191:economics*; D008875:Middle Aged; D011200:Poultry; D012307:Risk Factors; D055815:Young Adult