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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 influenza...

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Detalles Bibliográficos
Autores principales: Wen, Xiaowei, Sun, Sangluo, Li, Lin, He, Qinying, Tsai, Fu-Sheng
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2019
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6862125/
https://www.ncbi.nlm.nih.gov/pubmed/31661764
http://dx.doi.org/10.3390/ijerph16214139
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author Wen, Xiaowei
Sun, Sangluo
Li, Lin
He, Qinying
Tsai, Fu-Sheng
author_facet Wen, Xiaowei
Sun, Sangluo
Li, Lin
He, Qinying
Tsai, Fu-Sheng
author_sort Wen, Xiaowei
collection PubMed
description 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.
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spelling pubmed-68621252019-12-05 Avian Influenza—Factors Affecting Consumers’ Purchase Intentions toward Poultry Products Wen, Xiaowei Sun, Sangluo Li, Lin He, Qinying Tsai, Fu-Sheng Int J Environ Res Public Health Article 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. MDPI 2019-10-28 2019-11 /pmc/articles/PMC6862125/ /pubmed/31661764 http://dx.doi.org/10.3390/ijerph16214139 Text en © 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Wen, Xiaowei
Sun, Sangluo
Li, Lin
He, Qinying
Tsai, Fu-Sheng
Avian Influenza—Factors Affecting Consumers’ Purchase Intentions toward Poultry Products
title Avian Influenza—Factors Affecting Consumers’ Purchase Intentions toward Poultry Products
title_full Avian Influenza—Factors Affecting Consumers’ Purchase Intentions toward Poultry Products
title_fullStr Avian Influenza—Factors Affecting Consumers’ Purchase Intentions toward Poultry Products
title_full_unstemmed Avian Influenza—Factors Affecting Consumers’ Purchase Intentions toward Poultry Products
title_short Avian Influenza—Factors Affecting Consumers’ Purchase Intentions toward Poultry Products
title_sort avian influenza—factors affecting consumers’ purchase intentions toward poultry products
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6862125/
https://www.ncbi.nlm.nih.gov/pubmed/31661764
http://dx.doi.org/10.3390/ijerph16214139
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