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Heterogeneous Risk Perceptions: The Case of Poultry Meat Purchase Intentions in Finland

Author

Listed:
  • Jaakko Heikkilä

    (MTT Economic Research, Latokartanonkaari 9, Helsinki FI-00790, Finland)

  • Eija Pouta

    (MTT Economic Research, Latokartanonkaari 9, Helsinki FI-00790, Finland
    These authors contributed equally to this work.)

  • Sari Forsman-Hugg

    (MTT Economic Research, Latokartanonkaari 9, Helsinki FI-00790, Finland
    These authors contributed equally to this work.)

  • Johanna Mäkelä

    (Department of Teacher Education, University of Helsinki, P.O. Box 8 (Siltavuorenpenger 10), Helsinki FI-00014, Finland
    These authors contributed equally to this work.)

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.

Suggested Citation

  • Jaakko Heikkilä & Eija Pouta & Sari Forsman-Hugg & Johanna Mäkelä, 2013. "Heterogeneous Risk Perceptions: The Case of Poultry Meat Purchase Intentions in Finland," IJERPH, MDPI, vol. 10(10), pages 1-19, October.
    • Handle: RePEc:gam:jijerp:v:10:y:2013:i:10:p:4925-4943:d:29436
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    References listed on IDEAS

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