Consumption patterns for chicken and eggs have changed since the outbreak of the H5N1 avian influenza (AI) throughout the world, but its potential impact on demand has not been thoroughly unveiled. Our study examines some important factors influencing behavioral changes and estimates their marginal effects by employing the censored regression model to survey data in Taiwan. Results showed that risk perceptions, overall knowledge and some socio-demographic characteristics were profound in determining changes in consumption of chicken and eggs. Public health education programs informing consumers about the AI threat may reduce their negative perceptions; therefore, consumption of chicken and eggs would not be decreased significantly enough to damage related agricultural sectors.


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