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The Role of Consumer Risk Perceptions and Attitudes in Cross Cultural Beef Consumption Changes

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  • Schroeder, Ted C.
  • Tonsor, Glynn T.
  • Pennings, Joost M.E.
  • Mintert, James R.

Abstract

Beef food safety events have contributed to considerable market volatility, produced varied consumer reactions, created policy debates, sparked heated trade disputes, and generally contributed to beef industry frustrations. Better understanding of the forces causing observed consumer reactions in light of beef food safety events is critical for policy makers and industry participants. We examine whether consumers altered their beef consumption behavior because of their risk aversion and risk perceptions stemming from information about beef food safety in recent years. We use data from a total of 4,000 consumers in the U.S., Canada, Mexico and Japan to estimate a two-stage Probit/double-bounded Tobit modeling framework. Results reveal there are stark differences in risk perceptions and risk aversion regarding beef food safety across consumers in the four countries and that these differences are revealed through different beef consumption behavior. An improved understanding of food safety perceptions and attitudes will enable policy makers and agricultural industries to better anticipate consumers changing consumption behavior, if a food safety event occurs. Consumers from the four countries examined exhibited heterogeneous food safety perceptions and attitudes. Results suggest that food safety management strategies should vary across countries because of identified differences in food safety risk attitudes and risk perceptions.

Suggested Citation

  • Schroeder, Ted C. & Tonsor, Glynn T. & Pennings, Joost M.E. & Mintert, James R., 2007. "The Role of Consumer Risk Perceptions and Attitudes in Cross Cultural Beef Consumption Changes," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon 10254, Western Agricultural Economics Association.
    • Handle: RePEc:ags:waeapo:10254
    DOI: 10.22004/ag.econ.10254
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    Cited by:

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    2. Murage, A. W. & Obare, Gideon A. & Chianu, J. & Amudavi, David Mulama & Midega, C. A. O. & Pickett, J. A. & Khan, Zeyaur R., 2012. "The Effectiveness of Dissemination Pathways on Adoption of “Push-Pull” Technology in Western Kenya," Quarterly Journal of International Agriculture, Humboldt-Universitaat zu Berlin, vol. 51(1), pages 1-21, February.
    3. 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.
    4. Delmastro, Marco & Zollo, Fabiana, 2021. "Viewpoint: Social monitoring for food policy and research: Directions and implications," Food Policy, Elsevier, vol. 105(C).
    5. Fred A. Yamoah & David E. Yawson, 2014. "Assessing Supermarket Food Shopper Reaction to Horsemeat Scandal in the UK," International Review of Management and Marketing, Econjournals, vol. 4(2), pages 98-107.

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