Fear and trust: How risk perceptions of avian influenza affect Chinese consumers' demand for chicken

Li Zhou; Calum G Turvey; Wuyang Hu; Ruiyao Ying

doi:10.1016/j.chieco.2016.06.003

Fear and trust: How risk perceptions of avian influenza affect Chinese consumers' demand for chicken

China Econ Rev. 2016 Sep:40:91-104. doi: 10.1016/j.chieco.2016.06.003. Epub 2016 Jun 9.

Authors

Li Zhou¹, Calum G Turvey², Wuyang Hu³, Ruiyao Ying¹

Affiliations

¹ Nanjing Agricultural University, College of Economics and Management, 210095 Nanjing, Jiangsu, China.
² Cornell University, Department of Applied Economics and Management, 14853 Ithaca, NY, USA.
³ University of Kentucky, Department of Agricultural Economics, 40546 Lexington, KY, USA.

Abstract

This article quantifies the impact of H7N9 bird flu on chicken demand and consumer willingness to pay (WTP) in China. We measure risk perception, fear and trust against actual reduction in consumption and stated change in WTP for safe chicken between 2012 and 2013. Through a survey conducted in each year on the same Chinese urban consumers, we found that the consumption of chicken never increased after the emergence of H7N9 in 2013, and WTP for safe chicken did not necessarily increase relative to generic risks associated with consuming chicken in 2012. Factors such as the fear of H7N9's spreading, the impact of distrust (especially the distrust in government) enhanced the deviation of consumption and WTP; and the sheer mentioning of H7N9 is more important and negative than whether it was associated with a risk-perception reducing or risk-perception elevating message given to consumers.

Keywords: Consumer; Food safety; H7N9 avian influenza; Risk perception; WTP.