Multi‐dimensional analysis of consumer‐perceived risk in chicken meat

Consumer risk perception plays an important role during periods of food safety concern because it shapes the behaviour of consumers. Multi‐dimensional analysis helps to provide a thorough understanding of consumer‐perceived risk. A survey of 172 respondents was carried out to investigate the importance of individual loss components and the differences between sociodemographic characteristics regarding microbiological risk in chicken meat. The results suggest that health loss is the most important component followed by psychological, financial, time and taste losses. All these loss components were found to be significantly different between degree and non‐degree holders, while long‐term health and social losses were different within gender and age groups respectively. The findings in the study of microbiological risk in chicken meat are likely to be applicable to other food safety related risks.