Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Entire DC Network
An Interaction Between Risk Perceptipton And Trust In Response To Food Safety Events Across Products And Regions, And Their Implicaitons For Agribusiness Firms, Jonathan D. Shepherd
An Interaction Between Risk Perceptipton And Trust In Response To Food Safety Events Across Products And Regions, And Their Implicaitons For Agribusiness Firms, Jonathan D. Shepherd
University of Kentucky Master's Theses
Food safety events receive substantial media coverage and can create devastating economics losses for agribusiness firms. It is unclear what factors influence consumers’ purchasing decisions before or after a food safety event occurs. The objectives of this study is to identify these factors that influence purchasing decisions, determine how consumers respond to hypothetical food safety events, and compare these findings across different products and geographical regions. The data for this research was obtained from two surveys. One survey concerned fresh produce while the second focused on meat products. The SPARTA model, based on the Theory of Planned Behavior, is used …