The Role of Consumer Risk Behavior in Food Safety Crises: A Case Study of Sanlu Milk Powder Incident
Taking Sanlu Milk Powder Incident for example,we use the data from the survey in Beijing to investigate urban consumers’purchase behavior after this food crisis. We construct a theoretical framework to examine the rela tionship between consumer risk behavior and their pur chase behavior. We found that more risk-averse individu als will be less likely to consume a milk product having a perceived risk and individuals who perceive a milk product as having greater levels of food safety risk will be less likely to consume the product. A better under standing of consumer risk behavior will enable policy makers and agricultural industries to better anticipate consumers changing consumption behavior,if a food safety incident happens.
Risk perception risk attitude purchase behavior food safety crises
LIU Yuanyuan ZENG Yinchu
School of Agricultural Economics and Rural Development,Renmin University of China,P. R. China
国际会议
Zhengzhou Conference Conference on Management of Technology(2009郑州技术管理研讨会 MOT2009)
郑州
英文
752-759
2009-04-17（万方平台首次上网日期，不代表论文的发表时间）