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A Model of Consumers' Risk Perceptions Toward Recombinant Bovine Growth Hormone (rbGH): The Impact of Risk Characteristics
Author(s) -
Grobe Deana,
Douthitt Robin,
Zepeda Lydia
Publication year - 1999
Publication title -
risk analysis
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.972
H-Index - 130
eISSN - 1539-6924
pISSN - 0272-4332
DOI - 10.1111/j.1539-6924.1999.tb00436.x
Subject(s) - outrage , bovine somatotropin , risk perception , product (mathematics) , explanatory power , business , marketing , perception , actuarial science , economics , psychology , growth hormone , medicine , hormone , endocrinology , political science , philosophy , geometry , mathematics , epistemology , neuroscience , politics , law
This study estimates the effect risk characteristics, described as outrage factors by Hadden, have on consumers' risk perceptions toward the food‐related biotechnology, recombinant bovine growth hormone (rbGH). The outrage factors applicable to milk from rbGH treated herds are involuntary risk exposure, unfamiliarity with the product's production process, unnatural product characteristics, lack of trust in regulator's ability to protectconsumers in the marketplace, and consumers' inability to distinguish milkfrom rbGH treated herds compared to milk from untreated herds. An empirical analysis of data from a national survey of household food shoppers reveals that outrage factors mediate risk perceptions. The results support the inclusion of outrage factors into the risk perception model for the rbGH product, as they add significantly to the explanatory power of the model and therefore reduce bias compared to a simpler model of attitudinal and demographic factors. The study indicates that outrage factors which have a significant impact on risk perceptions are the lack of trust in the FDA as afood‐related information source, and perceiving no consumer benefits from farmers' use of rbGH. Communication strategies to reduce consumer risk perceptions therefore could utilize agencies perceived as more trustworthy and emphasize the benefits of rbGH use to consumers.