Risk reduction: an insight from the UK poultry industry

Abstract

Consumer perception of a harmful and hazardous food risk and the strategies to reduce the exposure to such a risk are examined. A survey of 172 respondents confirmed the perceived risk theory and risk reducing strategies commonly used for the downside risk, and that expectations of negative utility are relevant to understand consumer perception of food safety risk. This study also shows that consumers are able to assess the uncertainty and the negative consequence of a perceived hazardous risk, and take action to reduce their exposure to the perceived risk. The findings seem to support the quality assurance scheme, useful information, brand, or product origin, which are the important risk reducing strategies of microbiological risk. Being a pilot study, this framework should be tested by using a product with which the risk is perceived to be beyond the control of consumers.

Perceived physical risk and risk-reducing strategies in the consumption of raw vegetable salads in restaurants

“…Similar results were observed in the buying of other food products in supermarkets or in fast-food restaurants (Hornibrook et al, 2005;McCarthy & Henson, 2005;Mello et al, 2005;Yeung & Yee, 2003). Rosati and Saba (2004) showed that although vegetables were not identified by consumers amongst the foods of greater risk, concern about the safety of these foods existed.…”

“…In other studies involving the buying of food, there were no significant differences in the use of risk relievers as a function of gender (Gstraunthaler & Day, 2008;Yeung & Yee, 2003), a result different from that observed in the present survey. However, according to Frewer (2000), women tend to deal with situations involving risk differently from men: in general, women tend to perceive more risks associated with foods, have less confidence in the government as an organ capable of carrying out actions to reduce the risks, and wish for greater involvement of the public in the process of managing the risk.…”

“…Studies involving risk perception for other foods have registered similar results (Verbeke & Vackier, 2004;Yeung & Yee, 2003). According to Yeung and Yee (2003), one of the reasons for the fact that consumers give greater value to the dimension of importance, refers to the tendency to associate the risks with the severe effects of outbreaks of food-borne diseases, as divulged by the media.…”

An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach

“…Furthermore, the consequences of risk perception are wide ranging, especially when consumer perceptions of risk are amplified by high profile food ‘scares’. Risk perception can induce risk‐reducing behaviour, such as information seeking or reduced consumption of an offending produce (Yeung and Yee, 2003). A thorough understanding of consumer main concerns, consumers perceptions of food safety‐related risk and the way that they reduce their exposure of the perceived risk can help to reinforce confidence in the food industry and those organizations charged with its regulation (Yeung, 2000).…”

Reconceptualizing risk perception: perceiving Majority World citizens at risk from ‘Northern’ consumption

“…Research has shown that people continue to engage in risky behaviour even when they know about the risk. However, research has also shown that risk perception and knowledge can induce risk reduction behaviour (Yeung and Yee, 2003). This risk reduction behaviour could include information seeking or realigning consumption with different value premises (justice, security, freedom, peace).…”