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Abstract

Recently there have been many highly publicized food-safety events affecting marketing and policy channels of agricultural products. This research examines the impact of food-safety events on consumers’ behavior and trust of information in the chicken and beef markets using the Theory of Planned Behavior (TPB) developed by Ajzen (1991). Of particular interest is to determine whom consumers trust regarding information concerning food-safety events. These results are compared to those of an EU study on perceived risks of chicken consumption to see if generalizations can be made across different countries, regions, products, and consumers.

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