IDEAS home Printed from https://ideas.repec.org/a/eee/chieco/v40y2016icp91-104.html
   My bibliography  Save this article

Fear and trust: How risk perceptions of avian influenza affect Chinese consumers’ demand for chicken

Author

Listed:
  • Zhou, Li
  • Turvey, Calum G.
  • Hu, Wuyang
  • Ying, Ruiyao

Abstract

This article quantifies the impact of H7N9 bird flu on chicken demand and consumer willingness to pay (WTP) in China. We measure risk perception, fear and trust against actual reduction in consumption and stated change in WTP for safe chicken between 2012 and 2013. Through a survey conducted in each year on the same Chinese urban consumers, we found that the consumption of chicken never increased after the emergence of H7N9 in 2013, and WTP for safe chicken did not necessarily increase relative to generic risks associated with consuming chicken in 2012. Factors such as the fear of H7N9's spreading, the impact of distrust (especially the distrust in government) enhanced the deviation of consumption and WTP; and the sheer mentioning of H7N9 is more important and negative than whether it was associated with a risk-perception reducing or risk-perception elevating message given to consumers.

Suggested Citation

  • Zhou, Li & Turvey, Calum G. & Hu, Wuyang & Ying, Ruiyao, 2016. "Fear and trust: How risk perceptions of avian influenza affect Chinese consumers’ demand for chicken," China Economic Review, Elsevier, vol. 40(C), pages 91-104.
    • Handle: RePEc:eee:chieco:v:40:y:2016:i:c:p:91-104
    DOI: 10.1016/j.chieco.2016.06.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1043951X16300657
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.chieco.2016.06.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Säll, Sarah & Gren, Ing-Marie, 2015. "Effects of an environmental tax on meat and dairy consumption in Sweden," Food Policy, Elsevier, vol. 55(C), pages 41-53.
    2. Dermot J. Hayes & Jason F. Shogren & Seung Youll Shin & James B. Kliebenstein, 1995. "Valuing Food Safety in Experimental Auction Markets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 77(1), pages 40-53.
    3. John M. Antle, 1996. "Efficient Food Safety Regulation in the Food Manufacturing Sector," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(5), pages 1242-1247.
    4. David L. Ortega & H. Holly Wang & Nicole J. Olynk & Laping Wu & Junfei Bai, 2012. "Chinese Consumers' Demand for Food Safety Attributes: A Push for Government and Industry Regulations," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 94(2), pages 489-495.
    5. Glynn T. Tonsor & Ted C. Schroeder & Joost M. E. Pennings, 2009. "Factors Impacting Food Safety Risk Perceptions," Journal of Agricultural Economics, Wiley Blackwell, vol. 60(3), pages 625-644, September.
    6. Hu, Wuyang & Woods, Timothy A. & Bastin, Sandra, 2011. "Consumer Willingness to Pay for Value-Added Blueberry Products: A Payment Card Approach," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103444, Agricultural and Applied Economics Association.
    7. Mario Mazzocchi & Alexandra Lobb & W. Bruce Traill & Alessio Cavicchi, 2008. "Food Scares and Trust: A European Study," Journal of Agricultural Economics, Wiley Blackwell, vol. 59(1), pages 2-24, February.
    8. Julie A. Caswell & Eliza M. Mojduszka, 1996. "Using Informational Labeling to Influence the Market for Quality in Food Products," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(5), pages 1248-1253.
    9. Wong, Lucille & Selvanathan, Eliyathamby A. & Selvanathan, Saroja, 2015. "Modelling the meat consumption patterns in Australia," Economic Modelling, Elsevier, vol. 49(C), pages 1-10.
    10. Haab, Timothy C. & Whitehead, John C. & Parsons, George R. & Price, Jammie, 2010. "Effects of information about invasive species on risk perception and seafood demand by gender and race," Resource and Energy Economics, Elsevier, vol. 32(4), pages 586-599, November.
    11. Wuyang Hu & Wiktor L. Adamowicz & Michele M. Veeman, 2009. "Consumers' Preferences for GM Food and Voluntary Information Access: A Simultaneous Choice Analysis," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 57(2), pages 241-267, June.
    12. Hu, Wuyang & Woods, Timothy & Bastin, Sandra & Cox, Linda & You, Wen, 2011. "Assessing Consumer Willingness to Pay for Value-Added Blueberry Products Using a Payment Card Survey," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 43(2), pages 243-258, May.
    13. Paul Slovic & Melissa L. Finucane & Ellen Peters & Donald G. MacGregor, 2004. "Risk as Analysis and Risk as Feelings: Some Thoughts about Affect, Reason, Risk, and Rationality," Risk Analysis, John Wiley & Sons, vol. 24(2), pages 311-322, April.
    14. Turvey, Calum G. & Onyango, Benjamin & Cuite, Cara & Hallman, William K., 2010. "Risk, fear, bird flu and terrorists: A study of risk perceptions and economics," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 39(1), pages 1-10, January.
    15. Wessells, Cathy Roheim & Kline, Jeffrey & Anderson, Joan Gray, 1996. "Seafood Safety Perceptions and Their Effects on Anticipated Consumption under Varying Information Treatments," Agricultural and Resource Economics Review, Cambridge University Press, vol. 25(1), pages 12-21, April.
    16. Hallman, William K. & Hebden, W. Carl & Aquino, Helen L. & Cuite, Cara L. & Lang, John T., 2003. "Public Perceptions Of Genetically Modified Foods: A National Study Of American Knowledge And Opinion," Research Reports 18174, Rutgers University, Food Policy Institute.
    17. Hayes, Dermot J. & Kliebenstein, James & Shogren, Jason F. & Fox, John A., 1995. "Economics of Food Safety," Staff General Research Papers Archive 10453, Iowa State University, Department of Economics.
    18. Jayson L. Lusk & Ted C. Schroeder, 2004. "Are Choice Experiments Incentive Compatible? A Test with Quality Differentiated Beef Steaks," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(2), pages 467-482.
    19. Bocker, Andreas & Hanf, Claus-Hennig, 2000. "Confidence lost and -- partially -- regained: consumer response to food scares," Journal of Economic Behavior & Organization, Elsevier, vol. 43(4), pages 471-485, December.
    20. Cameron, Trudy Ann, 1992. "The impact of grouping coarseness in alternative grouped-data regression models," Journal of Econometrics, Elsevier, vol. 52(3), pages 419-421, June.
    21. Wu, Linhai & Wang, Shuxian & Zhu, Dian & Hu, Wuyang & Wang, Hongsha, 2015. "Chinese consumers’ preferences and willingness to pay for traceable food quality and safety attributes: The case of pork," China Economic Review, Elsevier, vol. 35(C), pages 121-136.
    22. Shogren, Jason F. & Seung Y. Shin & Dermot J. Hayes & James B. Kliebenstein, 1994. "Resolving Differences in Willingness to Pay and Willingness to Accept," American Economic Review, American Economic Association, vol. 84(1), pages 255-270, March.
    23. Parsons, George R. & Morgan, Ash & Whitehead, John C. & Haab, Timothy C., 2006. "The Welfare Effects of Pfiesteria-Related Fish Kills: A Contingent Behavior Analysis of Seafood Consumers," Agricultural and Resource Economics Review, Cambridge University Press, vol. 35(2), pages 348-356, October.
    24. Rodney G. Robenstein & Walter N. Thurman, 1996. "Health Risk and the Demand for Red Meat: Evidence from Futures Markets," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 18(4), pages 629-641.
    25. Verbeke, Wim & Ward, Ronald W., 2001. "A fresh meat almost ideal demand system incorporating negative TV press and advertising impact," Agricultural Economics, Blackwell, vol. 25(2-3), pages 359-374, September.
    26. Nicholas E. Piggott & Thomas L. Marsh, 2004. "Does Food Safety Information Impact U.S. Meat Demand?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(1), pages 154-174.
    27. Weiping Chen, 2013. "The effects of different types of trust on consumer perceptions of food safety," China Agricultural Economic Review, Emerald Group Publishing Limited, vol. 5(1), pages 43-65, January.
    28. Mark E. Smith & Eileen O. van Ravenswaay & Stanley R. Thompson, 1988. "Sales Loss Determination in Food Contamination Incidents: An Application to Milk Bans in Hawaii," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 70(3), pages 513-520.
    29. Kar H. Lim & Wuyang Hu & Leigh J. Maynard & Ellen Goddard, 2013. "U.S. Consumers’ Preference and Willingness to Pay for Country-of-Origin-Labeled Beef Steak and Food Safety Enhancements," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 61(1), pages 93-118, March.
    30. Hassouneh, Islam & Radwan, Amr & Serra, Teresa & Gil, José M., 2012. "Food scare crises and developing countries: The impact of avian influenza on vertical price transmission in the Egyptian poultry sector," Food Policy, Elsevier, vol. 37(3), pages 264-274.
    31. Jun Yang & Ellen Goddard, 2011. "Canadian Consumer Responses to BSE with Heterogeneous Risk Perceptions and Risk Attitudes," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 59(4), pages 493-518, December.
    32. Wang, Zhigang & Mao, Yanna & Gale, Fred, 2008. "Chinese consumer demand for food safety attributes in milk products," Food Policy, Elsevier, vol. 33(1), pages 27-36, February.
    33. Ortega, David L. & Wang, H. Holly & Wu, Laping & Olynk, Nicole J., 2011. "Modeling heterogeneity in consumer preferences for select food safety attributes in China," Food Policy, Elsevier, vol. 36(2), pages 318-324, April.
    34. Hanemann, W Michael, 1991. "Willingness to Pay and Willingness to Accept: How Much Can They Differ?," American Economic Review, American Economic Association, vol. 81(3), pages 635-647, June.
    35. Brown, Colin G. & Longworth, John W. & Waldron, Scott, 2002. "Food safety and development of the beef industry in China," Food Policy, Elsevier, vol. 27(3), pages 269-284, June.
    36. Loewenstein, George & O'Donoghue, Ted, 2004. "Animal Spirits: Affective and Deliberative Processes in Economic Behavior," Working Papers 04-14, Cornell University, Center for Analytic Economics.
    37. Kar H. Lim & Wuyang Hu & Leigh J. Maynard & Ellen Goddard, 2014. "A Taste for Safer Beef? How Much Does Consumers’ Perceived Risk Influence Willingness to Pay for Country‐of‐Origin Labeled Beef," Agribusiness, John Wiley & Sons, Ltd., vol. 30(1), pages 17-30, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jie Wu & Zhixin Chen & Xiang Ji, 2020. "Sustainable trade promotion decisions under demand disruption in manufacturer-retailer supply chains," Annals of Operations Research, Springer, vol. 290(1), pages 115-143, July.
    2. Lan Yi & Jianping Tao & Zhongkun Zhu & Caifeng Tan & Le Qi, 2019. "Food Safety Incident, Public Health Concern, and Risk Spillover Heterogeneity: Avian Influenza Shocks as Natural Experiments in China’s Consumer Markets," IJERPH, MDPI, vol. 16(21), pages 1-30, October.
    3. Lan Yi & Jianping Tao & Caifeng Tan & Zhongkun Zhu, 2019. "Avian Influenza, Public Opinion, and Risk Spillover: Measurement, Theory, and Evidence from China’s Broiler Market," Sustainability, MDPI, vol. 11(8), pages 1-44, April.
    4. Simnitt, Skyler M. & House, Lisa A. & Larkin, Sherry L. & Tookes, Jennifer & Yandle, Tracy, 2018. "Consumer Demand and Willingness to Pay for Lionfish Meat in the U.S. Virgin Islands: Zero-Inflated Regression Model," 2018 Annual Meeting, August 5-7, Washington, D.C. 273826, Agricultural and Applied Economics Association.
    5. Ji, Xiang & Sun, Jiasen & Wang, Zebin, 2017. "Turn bad into good: Using transshipment-before-buyback for disruptions of stochastic demand," International Journal of Production Economics, Elsevier, vol. 185(C), pages 150-161.
    6. Chiu, Leslie J. Verteramo & Tauer, Loren W. & Smith, Rebecca L. & Grohn, Yrjo T., 2020. "Economic Effects of a Potential Foodborne Disease: Potential Relationship between Mycobacterium Avium Subs. Paratuberculosis (MAP) in Dairy and Crohn’s in Humans," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(05), December.
    7. Liwen Ling & Dabin Zhang & Shanying Chen & Amin W. Mugera, 2020. "Can online search data improve the forecast accuracy of pork price in China?," Journal of Forecasting, John Wiley & Sons, Ltd., vol. 39(4), pages 671-686, July.
    8. Qingyin Cai & Yulian Ding & Calum Tuvey & Yuehua Zhang, 2021. "The influence of past experience on farmers’ preferences for hog insurance products: a natural experiment and choice experiment in China," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 46(3), pages 399-421, July.
    9. Chen, Xiaohong & Zhao, Jinhua & Zhou, Li, 2024. "Knowledge protects against pollution: The health effects of the cadmium rice event in China," World Development, Elsevier, vol. 175(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhou, Li & Turvey, Calum & Hu, Wuyang & Ying, Ruiyao, 2015. "Fear and Trust: How Risk Perceptions of Avian Influenza Affect the Demand for Chicken," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 202077, Agricultural and Applied Economics Association.
    2. Irz, Xavier & Mazzocchi, Mario & Réquillart, Vincent & Soler, Louis-Georges, 2015. "Research in Food Economics: past trends and new challenges," Revue d'Etudes en Agriculture et Environnement, Editions NecPlus, vol. 96(01), pages 187-237, March.
    3. Ortega, David L. & Wang, H. Holly & Wu, Laping & Olynk, Nicole J., 2011. "Modeling heterogeneity in consumer preferences for select food safety attributes in China," Food Policy, Elsevier, vol. 36(2), pages 318-324, April.
    4. Hoffmann, Vivian & Moser, Christine & Saak, Alexander, 2019. "Food safety in low and middle-income countries: The evidence through an economic lens," World Development, Elsevier, vol. 123(C), pages 1-1.
    5. Rieger, Jörg & Kuhlgatz, Christian & Anders, Sven, 2016. "Food scandals, media attention and habit persistence among desensitised meat consumers," Food Policy, Elsevier, vol. 64(C), pages 82-92.
    6. Lobb, Alexandra E., 2004. "A Methodological Review of the Impacts of Risk and Trust on Consumer Behaviour Towards Food Safety," 84th Seminar, February 8-11, 2004, Zeist, The Netherlands 24994, European Association of Agricultural Economists.
    7. Rieger, Jörg & Weible, Daniela, 2016. "Analyse Der Nachfragereaktionen Auf Den Dioxinskandal: Sind Die Medien Oder Letztendlich Konsumgewohnheiten Entscheidend?," 56th Annual Conference, Bonn, Germany, September 28-30, 2016 244777, German Association of Agricultural Economists (GEWISOLA).
    8. Nayga, Rodolfo M., Jr. & Aiew, Wipon & Woodward, Richard T., 2004. "Willingness to Pay for Irradiated Food: A Non Hypothetical Market Experiment," 84th Seminar, February 8-11, 2004, Zeist, The Netherlands 24995, European Association of Agricultural Economists.
    9. Taylor, Mykel & Klaiber, H. Allen & Kuchler, Fred, 2016. "Changes in U.S. consumer response to food safety recalls in the shadow of a BSE scare," Food Policy, Elsevier, vol. 62(C), pages 56-64.
    10. Kayode Ajewole & Elliott Dennis & Ted C. Schroeder & Jason Bergtold, 2021. "Relative valuation of food and non‐food risks with a comparison to actuarial values: A best–worst approach," Agricultural Economics, International Association of Agricultural Economists, vol. 52(6), pages 927-943, November.
    11. Shang, Xia & Tonsor, Glynn T., 2017. "Food safety recall effects across meat products and regions," Food Policy, Elsevier, vol. 69(C), pages 145-153.
    12. Wang, Erpeng & Gao, Zhifeng & Heng, Yan & Shi, Lijia, 2019. "Chinese consumers’ preferences for food quality test/measurement indicators and cues of milk powder: A case of Zhengzhou, China," Food Policy, Elsevier, vol. 89(C).
    13. Maynard, Leigh J. & Hartell, Jason G. & Meyer, A. Lee & Hao, Jianqiang, 2004. "An experimental approach to valuing new differentiated products," Agricultural Economics, Blackwell, vol. 31(2-3), pages 317-325, December.
    14. Aye Chan Myae & Ellen Goddard, 2020. "Household behavior with respect to meat consumption in the presence of BSE and CWD," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(3), pages 315-341, September.
    15. Andreas C. Drichoutis & Panagiotis Lazaridis & Rodolfo M. Nayga, 2009. "Would consumers value food-away-from-home products with nutritional labels?," Agribusiness, John Wiley & Sons, Ltd., vol. 25(4), pages 550-575.
    16. Chen, Junhong & Wang, H. Holly & Bai, Junfei & Lai, John, 2017. "Consumers’ Willingness-to-Pay of Different Pork Preservation Methods in Chinese Retail Market," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 257247, Agricultural and Applied Economics Association.
    17. Satoru Shimokawa & Dezhuang Hu & Dandan Li & Hong Cheng, 2021. "The urban–rural gap in the demand for food safety in China: The role of food label knowledge," Agricultural Economics, International Association of Agricultural Economists, vol. 52(2), pages 175-193, March.
    18. Shogren, Jason F., 2006. "Experimental Methods and Valuation," Handbook of Environmental Economics, in: K. G. Mäler & J. R. Vincent (ed.), Handbook of Environmental Economics, edition 1, volume 2, chapter 19, pages 969-1027, Elsevier.
    19. Ortega, David L. & Wang, H. Holly & Wu, Laping & Hong, Soo Jeong, 2015. "Retail channel and consumer demand for food quality in China," China Economic Review, Elsevier, vol. 36(C), pages 359-366.
    20. Doherty, Edel & Campbell, Danny, 2011. "Demand for improved food safety and quality: a cross-regional comparison," 85th Annual Conference, April 18-20, 2011, Warwick University, Coventry, UK 108791, Agricultural Economics Society.

    More about this item

    Keywords

    Risk perception; Food safety; H7N9 avian influenza; WTP; Consumer;
    All these keywords.

    JEL classification:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:chieco:v:40:y:2016:i:c:p:91-104. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/chieco .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.