Avian Influenza-Factors Affecting Consumers' Purchase Intentions toward Poultry Products

Recently, continuing outbreaks of avian influenza in China have not only caused great loss to the agricultural sector but also brought fear and distrust to consumers, seriously undermining consumer confidence in chicken products. We investigated consumers' purchase intentions during avian influ...

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Bibliographic Details
Published in:International journal of environmental research and public health 2019-10, Vol.16 (21), p.4139
Main Authors: Wen, Xiaowei, Sun, Sangluo, Li, Lin, He, Qinying, Tsai, Fu-Sheng
Format: Article
Language:English
Subjects:
Animal diseases
Animals
Attitudes
Avian flu
Chickens
Communicable Disease Control
Consumer Behavior - statistics & numerical data
Consumers
Consumption
Family income
Food safety
Growth rate
Health Knowledge, Attitudes, Practice
Households
Humans
Influenza
Influenza in Birds - epidemiology
Influenza, Human - epidemiology
Mass Media
Pessimism
Poultry
Poultry - virology
Poultry Diseases - transmission
Poultry Diseases - virology
Poultry farming
Poultry Products - virology
Questionnaires
Safety
Viruses
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Summary:Recently, continuing outbreaks of avian influenza in China have not only caused great loss to the agricultural sector but also brought fear and distrust to consumers, seriously undermining consumer confidence in chicken products. We investigated consumers' purchase intentions during avian influenza outbreaks by examining a regionally representative sample of 330 consumers in Guangzhou. With respect to 7 kinds of attributes, the ordered logit analysis indicated that possible health threat and uncertainty of the origin of poultry products may cause concern among consumers and cause them to avoid purchasing chicken products. Media reports have a great influence on consumers' intentions to purchase chicken products during avian influenza outbreaks. Overall, this study suggests establishing an effective mechanism of public knowledge (of chicken products' safety and quality) enhancement, in order to curb misleading media reports during avian influenza outbreaks.
ISSN:1660-4601
1661-7827
1660-4601
DOI:10.3390/ijerph16214139