Skip to main page content
U.S. flag

An official website of the United States government

Dot gov

The .gov means it’s official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

Https

The site is secure.
The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Access keys NCBI Homepage MyNCBI Homepage Main Content Main Navigation
. 2019 Oct 28;16(21):4139.
doi: 10.3390/ijerph16214139.

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

Xiaowei Wen  1 , Sangluo Sun  2 , Lin Li  3 , Qinying He  4 , Fu-Sheng Tsai  5   6   7
Affiliations

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

Xiaowei Wen et al. Int J Environ Res Public Health. .

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.

PubMed Disclaimer

Conflict of interest statement

The authors declare no conflict of interest.

References

    1. Chen M.F. Consumer attitudes and purchase intentions in relation to organic foods in Taiwan. Food Qual. Prefer. 2007;18:1008–1021. doi: 10.1016/j.foodqual.2007.04.004. - DOI
    1. Fishbein M. An investigation of the relationships between beliefs about an object and the attitude toward that object. Hum. Relat. 1963;16:233–240. doi: 10.1177/001872676301600302. - DOI
    1. Furst T., Connors M., Bisogni C.A., Sobal J., Falk L.W. Food choice: A conceptual model of the process. Appetite. 1996;26:247–265. doi: 10.1006/appe.1996.0019. - DOI - PubMed
    1. Fishbein M., Ajzen I. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Philos. Rhetor. 1977;10:130–132.
    1. Ajzen I. The theory of planned behavior. Organizational Behavior and Human Decision. Processes. 1991;50:179–211.

Publication types

LinkOut - more resources