The effects of risk-reducing strategies on consumer perceived risk and on purchase likelihood

Abstract

Purpose – Consumer perception of risk and its impacts on purchasing behaviour are critical aspects of food safety. Consumer risk management strategies influence, and respond to, the risk management strategies adopted by the food industry. This research, using poultry product as the focus, aims to identify the consumer risk-reducing strategies and their impact on perception of food safety-related risk and then on purchase behaviour. Design/methodology/approach – By adopting a quantitative research paradigm with a quota sample of 200 respondents, a Structural Equation Modelling (SEM) model was built to assess the direct and indirect effects of strategies taken by consumers to reduce perceived risk and the consequences for purchase likelihood, utilising LISREL 8.30. Findings – The research reveals brand, information and quality assurance as influential risk-reducing strategies to reduce consumer perception of food safety risk and subsequently to facilitate purchase likelihood during a period concerned about microbiological contamination in chicken meat. Practical implications – The results provide guidance of both proactive and remedial actions that the food industry can follow and also help to evaluate the effectiveness of its marketing activities. Originality/value – The research provides an insight in assisting government agencies and the food industry to develop appropriate food-related risk management strategies to serve the interests of both consumers and producers.

Antecedentes Da Intenção De Compra De Marcas Próprias: Um Estudo No Mercado Emergente

“…Acrescentou-se, ainda, a dimensão risco físico, pelo fato de que, em supermercados, os produtos de marcas próprias mais adquiridos são alimentos e produtos de limpeza doméstica, percebidos como potencialmente arriscados à saúde (Derbaix, 1983;Hornibrook, McCarthy, & Fearne, 2005;Wang, 2015). Para Golan, Roberts, e Ollinger (2004), a segurança dos produtos alimentares é difícil de ser avaliada pelos consumidores, antes ou até mesmo depois de serem consumidos, representando um obstáculo para o comportamento de compra do consumidor (Yeung, Yee, & Morris, 2010), que tem se preocupado com resíduos de aditivos nos alimentos, hormônios nas carnes, pesticidas, conservantes etc. (Wang, 2015), os quais são prejudiciais à saúde.…”

An international value chain via strategic alliances with an integrated approach: Property & casualty insurance companies and security companies

“…Since fire services form insurance firms [12], this paper proposes the coverage provided by the insurance companies may have 2 or 3 kinds of packages for consumer choices. The security companies may offer subsidies more than 80% of the insurance premium per year for a service format and design.…”

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

“…The study of physical risk perception and risk relievers could help the restaurant managers to develop marketing strategies, in a way similar to that discussed by Mitchell (1998) and Yeung et al (2010) for other sectors, such as supermarkets and the food industry. This theme is also important in the development of programs for consumer education.…”

“…Nevertheless, the physical risks perceived in the consumption of foods can influence the buying decision of the consumer (Yeung, Yee, & Morris, 2010).…”