Risk perception and consumer trust after a food scare: An experimental analysis

ANDREAS BÖCKER, SILKE ALBRECHT

Published: 31.08.2001  〉 Jahrgang 50 (2001), Heft 6 von 8  〉 Resort: Articles 
Submitted: N. A.   〉 Feedback to authors after first review: N. A.   〉 Accepted: N. A.

ABSTRACT

An expected utility model with Baysean information processing that explains the extent of consumer reaction to a food scare by the degree of supplier differentiation with respect to reliability is put to an experimental test. The empirical results offer no support for the theoretical prediction that post food scare consumer trust in a particular supplier decreases with an increasing degree of differentiation. While gender and personal experience with a food poisoning contribute significantly to the explanation of the individual level of consumer trust after the - hypothetical - food safety incident, perceived characteristics of the specific risk factor listeriosis chosen for this study had by far the biggest impact.
CONTACT AUTHOR
Dr. ANDREAS BÖCKER und
Dipl. oec. troph. SILKE ALBRECHT,
Institut für Agrarpolitik und Marktforschung der Justus-Liebig-Universität Gießen, Senckenbergstr. 3, D-35390 Gießen, Tel.: (0641-) 9937 037, Fax: 9937 029 (E-Mail: Andreas.boecker@agrar.uni-giessen.d)
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