Avian Influenza-Factors Affecting Consumers' Purchase Intentions toward Poultry Products

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Int J Environ Res Public Health. 2019 Oct 28;16(21). pii: E4139. doi: 10.3390/ijerph16214139. Avian Influenza-Factors Affecting Consumers' Purchase Intentions toward Poultry Products.

Wen X¹, Sun S², Li L³, He Q⁴, Tsai FS^5,6,7.
Author information

1 College of Economics and Management, South China Agricultural University, Guangzhou 510642, China. wxwcn@scau.edu.cn. 2 College of Economics and Management, South China Agricultural University, Guangzhou 510642, China. sunsangluo@stu.scau.edu.cn. 3 Youth Volunteers' Guidance Center of Guangzhou, Guangzhou 510642, China. 20182038004@stu.scau.edu.cn. 4 College of Economics and Management, South China Agricultural University, Guangzhou 510642, China. heqy83@scau.edu.cn. 5 Department of Business Administration, Cheng Shiu University, Kaohsiung 83347, Taiwan. tsaifs@gcloud.csu.edu.tw. 6 Center for Environmental Toxin and Emerging-Contaminant Research, Cheng Shiu University, Kaohsiung 83347, Taiwan. tsaifs@gcloud.csu.edu.tw. 7 Super Micro Mass Research and Technology Center, Cheng Shiu University; Kaohsiung 83347, Taiwan. tsaifs@gcloud.csu.edu.tw.

Abstract

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.


KEYWORDS:

China; avian influenza; consumption; media; purchase intentions

PMID: 31661764 DOI: 10.3390/ijerph16214139
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