Multi-dimensional analysis of consumerperceived risk in chicken meat

What is it about?

The study explores the importance of perceived risk loss components and the differences between socio-demographic characteristics. The results suggest that health loss is the most important component followed by psychological, financial, time and taste losses. All these loss components were found to be significantly different between degree and non-degree holders, while long-term health and social losses were different within gender and age groups respectively.

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Why is it important?

This paper presents empirical evidence that multidimensional analysis is useful in explaining consumer risk perception during periods of food safety concern. The significant differences between sociodemographic characteristics in various loss components should be acknowledged when targeting consumers correspondingly.