Context dependency and consumer acceptance of risk reducing strategies -  a choice experiment study on salmonella risks in pork

Morten Raun Mørkbak; Tove Christensen; Dorte Gyrd-Hansen

doi:10.1016/j.foodres.2011.02.020

Context dependency and consumer acceptance of risk reducing strategies - a choice experiment study on salmonella risks in pork

Morten Raun Mørkbak, Tove Christensen, Dorte Gyrd-Hansen

6 Citations (Scopus)

405 Downloads (Pure)

Abstract

The paper investigates to what extent context dependency is present, when consumers are introduced to different risk reducing technologies and how this will affect their preferences for reductions in food risks. In particular, choice experiments are used to elicit consumer preferences for reducing Salmonella risks in pork using farm level interventions vs. decontamination of meat at the abattoir. We found an interesting asymmetry in the context dependency. The presence of the least preferred risk reduction technology (lactic acid decontamination) affected the relative preferences for the two most preferred technologies (farm level intervention relative to water decontamination). However, the presence of farm level intervention did not affect the relative preferences for the two least preferred technologies (decontamination using lactic acid relative to water). These results are in line with earlier findings of bad news having greater effect than good news – now applied to context dependency of preferences for food safety technologies.

Original language	English
Journal	Food Research International
Volume	45
Issue number	2
Pages (from-to)	1149-1157
Number of pages	9
ISSN	0963-9969
DOIs	https://doi.org/10.1016/j.foodres.2011.02.020
Publication status	Published - Mar 2012

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abstract = "The paper investigates to what extent context dependency is present, when consumers are introduced to different risk reducing technologies and how this will affect their preferences for reductions in food risks. In particular, choice experiments are used to elicit consumer preferences for reducing Salmonella risks in pork using farm level interventions vs. decontamination of meat at the abattoir. We found an interesting asymmetry in the context dependency. The presence of the least preferred risk reduction technology (lactic acid decontamination) affected the relative preferences for the two most preferred technologies (farm level intervention relative to water decontamination). However, the presence of farm level intervention did not affect the relative preferences for the two least preferred technologies (decontamination using lactic acid relative to water). These results are in line with earlier findings of bad news having greater effect than good news – now applied to context dependency of preferences for food safety technologies.",

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