A Model of Consumers' Risk Perceptions Toward Recombinant Bovine Growth Hormone (rbGH): The Impact of Risk Characteristics

Abstract

This study estimates the effect risk characteristics, described as outrage factors by Hadden, have on consumers' risk perceptions toward the food-related biotechnology, recombinant bovine growth hormone (rbGH). The outrage factors applicable to milk from rbGH treated herds are involuntary risk exposure, unfamiliarity with the product's production process, unnatural product characteristics, lack of trust in regulator's ability to protect consumers in the marketplace, and consumers' inability to distinguish milk from rbGH treated herds compared to milk from untreated herds. An empirical analysis of data from a national survey of household food shoppers reveals that outrage factors mediate risk perceptions. The results support the inclusion of outrage factors into the risk perception model for the rbGH product, as they add significantly to the explanatory power of the model and therefore reduce bias compared to a simpler model of attitudinal and demographic factors. The study indicates that outrage factors which have a significant impact on risk perceptions are the lack of trust in the FDA as a food-related information source, and perceiving no consumer benefits from farmers' use of rbGH. Communication strategies to reduce consumer risk perceptions therefore could utilize agencies perceived as more trustworthy and emphasize the benefits of rbGH use to consumers.

Public perception of a range of potential food risks in the United Kingdom

“…This may explain why in our study the older subjects expressed the view that the Government had more responsibility to protect them from risks associated with Salmonella, whereas the younger subjects felt that it was more their own responsibility. Risk perceptions have been shown to increase with age to a point and then to decrease with age, possibly due to other health concerns of ageing (Grobe et al, 1999). In fact, Salmonella is more common in children and young adults than in the elderly (Forsythe, 1993).…”

“…Overall, more women responded to the questionnaire than men. There is a well established difference in risk perception between men and women, with women tending to perceive more risk from a hazard than men (Grobe et al, 1999;Frewer, 2000). Even so, risk communication messages need to take these differences into account, especially since, in general, women tend to have responsibility for food purchasing.…”

“…For risks from technology to be acceptable to the public there must be an apparent benefit to the hazard exposure (Grobe et al, 1999).…”

Mad cows, mad corn and mad communities: the role of socio-cultural factors in the perceived risk of genetically-modified food

“…Trust has also been found to be strongly linked to risk perceptions. For instance, Grobe et al (1999) found that greater trust in the US Food and Drug Administration as a food-related information source was related to less concern about the adverse health effects from the use of recombinant bovine growth hormone. These findings suggest a direct relationship between distrust in regulatory agencies and risk perceptions.…”

Risk communication, the West Nile virus epidemic, and bioterrorism: responding to the communication challenges posed by the intentional or unintentional release of a pathogen in an urban setting

“…3,7,10 Early risk communication research centered on debates about the health or environmental risks associated with waste disposal, toxic chemicals and heavy metals, air and water pollution, nuclear power, electric and magnetic fields, oil spills, food additives, radon in homes, and biotechnology. 2,[11][12][13][14][15][16][17] Little attention was paid to risks caused by exposure to pathogens or to health belief models developed for addressing personal risk-taking behavior (e.g., smoking, alcohol consumption, and drug addiction).…”