title: Consumers' Risk Perception of Household Cleaning and Washing Products.
abstract: A large share of accidental and nonaccidental poisonings are caused by household cleaning and washing products, such as drain cleaner or laundry detergent. The main goal of this article was to investigate consumers' risk perception and misconceptions of a variety of cleaning and washing products in order to inform future risk communication efforts. For this, a sorting task including 33 commonly available household cleaning and washing products was implemented. A total of 60 female consumers were asked to place the cleaning and washing products on a reference line 3 m in length with the poles "dangerous" and "not dangerous." The gathered data were analyzed qualitatively and by means of multidimensional scaling, cluster analysis, and linear regression. The dimensionality of the sorting data suggests that both analytically (i.e., written and graphical hazard notes and perceived effectiveness) and intuitively driven risk judgments (i.e., eco vs. regular products) were applied by the participants. Furthermore, results suggest the presence of misconceptions, particularly related to consumers' perceptions of eco cleaning products, which were generally regarded as safer than their regular counterparts. Future risk communication should aim at dispelling these misconceptions and promoting accurate risk perceptions of particular household cleaning and washing products.
authors.affiliation: Institute for Marketing Management, School of Management and Law, ZHAW Winterthur, Winterthur, Switzerland.
authors.forename: Angela
authors.initials: A
authors.lastname: Bearth
authors.affiliation: Institute for Marketing Management, School of Management and Law, ZHAW Winterthur, Winterthur, Switzerland.
authors.forename: Linda
authors.initials: L
authors.lastname: Miesler
authors.affiliation: Consumer Behavior, Institute for Environmental Decisions, ETH Zurich, Zurich, Switzerland.
authors.forename: Michael
authors.initials: M
authors.lastname: Siegrist
keywords: Cleaning products; multidimensional scaling; risk perception