Consumers' risk perceptions are examined to explain the underlying reasons for consumer
concern associated with milk from dairy herds treated with recombinant bovine growth
hormone (rbGH). A focus group study was employed as an initial step in exploring the
primary influences of consumer apprehension toward rbGH's use. The information
obtained through the focus group sessions was invaluable in strengthening empirical
measures of the factors affecting risk perception, and in formulating concise survey
questions for a national study. Data from a nationwide survey of 1,910 primary household
food purchasers were used in understanding the influence of risk characteristics on
consumers' risk perceptions toward rbGH treated herd milk, as well as investigating
consumer risk perception profiles. One conclusion is evident from the data, consumers
remain concerned about the rbGH product despite FDA approval for commercial use.
Results suggest that particular characteristics of the rbGH product hypothesized as being
more risky and less tolerable elicit consumer outrage perceptions. Results also showed
systematic differences between consumers, producing a range of risk perception profiles.
Overall, the results support the idea that consumers' risk perceptions are multi-dimensional
and differ in emphasis compared to the risk assessments by scientific experts. Consumers'
risk perceptions warrant recognition as playing a vital role in product acceptance. A
recommendation proposed for those involved in risk assessment is to integrate consumer
beliefs and perceptions into assessments of risk, perhaps increasing consumer trust and
reducing product apprehension. Additionally, the range of risk perceptions among
consumers imply that one public policy strategy is unlikely to satisfy all consumers. Risk
communicators can design more effective risk communication strategies by understanding
the ways consumers differ in their behavioral response to a particular perceived concern. / Graduation date: 1997
| Identifer | oai:union.ndltd.org:ORGSU/oai:ir.library.oregonstate.edu:1957/34386 |
| Date | 18 March 1997 |
| Creators | Grobe, Deana Lynn |
| Contributors | Olson, Geraldine I. |
| Source Sets | Oregon State University |
| Language | en_US |
| Detected Language | English |
| Type | Thesis/Dissertation |
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