Premium
Consumer Acceptance of Recombinant Bovine Growth Hormone: Interplay Between Beliefs and Perceived Risks
Author(s) -
GROBE DEANA,
DOUTHITT ROBIN
Publication year - 1995
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1995.tb00042.x
Subject(s) - bovine somatotropin , apprehension , willingness to pay , perception , recombinant dna , risk perception , economics , herd , psychology , growth hormone , social psychology , marketing , microeconomics , business , hormone , biology , endocrinology , zoology , biochemistry , neuroscience , gene , cognitive psychology
This study examines the role of consumer beliefs and perceptions in explaining apprehension toward milk from recombinant bovine growth hormone (rbGH) treated cows. Results support the notion that consumers overestimate risks associated with milk from rbGH treated herds. The study indicates the quantity of milk purchased, willingness to pay a premium for untreated milk, and gender positively influence risk perceptions, while income inversely influences risk perceptions.