Factors influencing consumer intentions to avoid broiler chicken meat and products in Malaysia
2014
Huang, L. C. | Goh, Y. N. | Mohaidin, Z.
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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