Irish consumer perceptions of meat hazards and use of extrinsic information cues

The purpose of this research was to examine the factors that underpin risk perceptions for meat hazards and assess the degree to which these perceptions reflect overall concern. It also sought to identify any differences that exist in information use. A total of 238 meat customers were surveyed in Cork, Ireland. An analysis of consumer perceptions revealed a two-factor structure, 'dread' and 'unknown', similar to Slovic (1992) . A perceptual map of the various hazards associated with meat clearly highlighted different groups of hazards and the differing perceptions associated with them. There were groupings between BSE, E-coli and Salmonella , antibiotics, growth hormones and genetic modifications, and saturated fats and cholesterol. Cluster analysis highlighted the differences in attitudes towards meat hazards across the sample population. However, an analysis of the demographic and behavioural variables found no distinguishable features across the identified segments, except in their use of written information. The butcher, quality assurance (QA) marks, country of origin and labelling were identified as the most helpful risk relievers. However, no significant differences were identified between perceived helpfulness and level of perceived 'dread' and 'unknown'. Use of written information by consumers (labels, quality marks and information brochures) was significantly related to their overall concern about hazards. [ABSTRACT FROM AUTHOR]