Consumer perception of food risk in chicken meat

What is it about?

This study in form of interview aims to investigate the perceived food risks in chicken meat product, together with the components of perceived loss and risk reducing strategies. The results suggested the importance of lifestyle loss as a separate factor along with health, financial, time, and product performance loss. Risk reducing adopted by consumers were matched with the marketing strategies used by the food industry, such as product quality assurance, information and pricing.

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Why is it important?

Consistent with the theory of perceived risk, this study confirms that product quality assurance and objectively verifiable food-safety information are essential to support informed purchase decisions by consumers.