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Irish consumers’ perception of food safety risk in minced beef

Irish consumers’ perception of food safety risk in minced beef Understanding consumer perception of risk and how it affects behaviour is a key issue for both consumers and the food industry. This paper aims to assess the food safety risks consumers associate with purchasing minced beef and to ascertain the most prevalent of these risks. Results show that consumers are most concerned about the physical, psychological and performance risks associated with minced beef. Physical risk pertains to perceived threats the product poses to the health of the consumer, while psychological risk refers to perceived worries or concerns of the consumer regarding the safety of a product. Performance risk relates to the risk associated with the product not reaching consumer expectations in terms of taste, nutrition or value for money. These three dimensions account for 58 per cent of the variance in overall perceived risk. An understanding of the perceived risk concept enables retailers and manufacturers to develop effective risk communication and marketing programmes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Irish consumers’ perception of food safety risk in minced beef

Denise Mahon; Cathal Cowan
British Food Journal , Volume 106 (4): 12 – Apr 1, 2004
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References (29)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070700410529564
Publisher site
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Abstract

Understanding consumer perception of risk and how it affects behaviour is a key issue for both consumers and the food industry. This paper aims to assess the food safety risks consumers associate with purchasing minced beef and to ascertain the most prevalent of these risks. Results show that consumers are most concerned about the physical, psychological and performance risks associated with minced beef. Physical risk pertains to perceived threats the product poses to the health of the consumer, while psychological risk refers to perceived worries or concerns of the consumer regarding the safety of a product. Performance risk relates to the risk associated with the product not reaching consumer expectations in terms of taste, nutrition or value for money. These three dimensions account for 58 per cent of the variance in overall perceived risk. An understanding of the perceived risk concept enables retailers and manufacturers to develop effective risk communication and marketing programmes.

Journal

British Food Journal – Emerald Publishing

Published: Apr 1, 2004

Keywords: Consumer behaviour; Food safety; Risk intelligence

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