Factors influencing consumer intentions to avoid broiler chicken meat and products in Malaysia

Huang L. C., . and Goh Y. N., . and Mohaidin Z., . Factors influencing consumer intentions to avoid broiler chicken meat and products in Malaysia. pp. 181-188. ISSN 22317546

Reports of bird flu outbreaks occur around the globe posing a severe threat to the poultry industry and consumer health. Despite the number of bird flu scares few studies have considered the impact on consumers chicken consumption intentions in a non-western context such as in Malaysia. The aim of this study is to determine the factors that influence consumers intentions to take precautions by avoiding the consumption of broiler chicken meat and products in Malaysia when a bird flu outbreak occurs. A total of 276 online questionnaires were disseminated using convenience sampling with 109 respondents completing the questionnaires generating a response rate of 40.8 percent. The study results show that attitudes subjective norms perceived behavioral control perceived credibility of information and perceived risk have a significant relationship with consumer intentions to take precautions by avoiding the consumption of broiler chicken meat and products. One factor is the exception: attention towards bird flu news. These findings shed some light on understanding the extent of consumer response (i.e. consumption behavior) to future health crises (e.g. bird flu). Moreover for policy makers these findings may serve as a guide and a reference to food safety issues in the poultry industry especially future bird flu scares.

Full text available from: Official URL: http://ifrj.upm.edu.my/21%20(01)%202014/26%20IFRJ%...

Abstract

Reports of bird flu outbreaks occur around the globe posing a severe threat to the poultry industry and consumer health. Despite the number of bird flu scares few studies have considered the impact on consumers chicken consumption intentions in a non-western context such as in Malaysia. The aim of this study is to determine the factors that influence consumers intentions to take precautions by avoiding the consumption of broiler chicken meat and products in Malaysia when a bird flu outbreak occurs. A total of 276 online questionnaires were disseminated using convenience sampling with 109 respondents completing the questionnaires generating a response rate of 40.8 percent. The study results show that attitudes subjective norms perceived behavioral control perceived credibility of information and perceived risk have a significant relationship with consumer intentions to take precautions by avoiding the consumption of broiler chicken meat and products. One factor is the exception: attention towards bird flu news. These findings shed some light on understanding the extent of consumer response (i.e. consumption behavior) to future health crises (e.g. bird flu). Moreover for policy makers these findings may serve as a guide and a reference to food safety issues in the poultry industry especially future bird flu scares.

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Item Type:	Article
AGROVOC Term:	Consumer behaviour
AGROVOC Term:	Broiler chickens
AGROVOC Term:	Chicken meat
AGROVOC Term:	Poultry
AGROVOC Term:	Food consumption
AGROVOC Term:	Consumer response
AGROVOC Term:	Livestock products
AGROVOC Term:	Poultry meat
AGROVOC Term:	Factor analysis
AGROVOC Term:	Food safety
Geographical Term:	Malaysia
Depositing User:	Ms. Suzila Mohamad Kasim
Last Modified:	26 Apr 2025 03:06
URI:	http://webagris.upm.edu.my/id/eprint/21273

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