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Pol. J. Food Nutr. Sci. 2010;60(4):381–385
The aim of this study was to examine the perception of risk related to the presence of chemical hazards in meat and to establish the relationship between the risk perceived by Polish consumers and applied methods of its reduction, as well as the likelihood of recurring meat purchases. The research was carried out on a representative sample of 1075 respondents from Warmia and Mazury region. A quota sampling method was used with gender, age and educational level. The survey instrument consisted of three parts with questions assessing: risk perception, risk reducing strategies and likelihood of purchasing meat. The research revealed that the risk perceived by Polish consumers was reflected in decisions concerning meat purchase. It was shown that assumptions of the perceived risk theory applied in the marketing theory of consumer purchasing behaviour can be used in the context of threat to the health safety of food. Guaranteed quality of meat is very important for purchasers since it provides a guarantee of a proper safety level. The research indicated that good branding can be one of the most effective strategies for meat producers, since in the opinion of consumers it is associated with high product quality and represents a low threat to consumer health safety.