Risk-reducing strategies Model

What is it about?

This research, using poultry product as the focus, aims to identify the consumer risk-reducing strategies and their impact on perception of food safety-related risk and then on purchase behaviour. The research reveals brand, information and quality assurance as influential risk-reducing strategies to reduce consumer perception of food safety risk and subsequently to facilitate purchase likelihood during a period concerned about microbiological contamination in chicken meat.

Featured Image

Why is it important?

The research provides an insight in assisting government agencies and the food industry to develop appropriate food-related risk management strategies to serve the interests of both consumers and producers. The results provide guidance of both proactive and remedial actions that the food industry can follow and also help to evaluate the effectiveness of its marketing activities.