Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2010 | 60 | 4 |

Tytuł artykułu

Polish consumer attitudes and behaviour towards meat safety risk

Treść / Zawartość

Warianty tytułu

Języki publikacji



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.








Opis fizyczny



  • Chair of Commodity Science and Food Research, University of Warmia and Mazury in Olsztyn, Plac Cieszynski 1, 10-957 Olsztyn, Poland


  • 1. Baker G.A., Food safety and fear: Factors affecting consumer response to food safety risk. Int. Food Agribusiness Manage. Rev., 2003, 6, 1–11.
  • 2. Becker T., Benner E., Glitsch K., Consumer perception of fresh meat quality in Germany. Br. Food J., 2000, 3, 246–266.
  • 3. Bukała J., Świda J., Consumers’ attitudes and preferences on meat and dairy products market. 2000, in: Consumer of food products and his market behaviour (eds. K. Gutkowska, I. Ozimek). Wydawnictwo SGGW, Warszawa, pp. 274–278 (in Polish).
  • 4. Erevelles S., The universality of the signal theory for products and services. J. Bus. Res., 2001, 52, 175–187.
  • 5. Górska-Warsewicz H., Consumers’ assessment of food quality. Przem. Spoż., 2001, 12, 35–37 (in Polish).
  • 6. Górska-Warsewicz H., Food quality in the opinion of consumers. Przem. Spoż., 2003, 3, 49–51 (in Polish).
  • 7. Gutkowska K., Walkowiak M., Cold cuts consumption among young consumers. Hand. Wew., Nr spec., 2006, czerwiec, 198–208 (in Polish).
  • 8. Hume S., Mad-cow mania shows frailty of diner confidence. Rest. Inst., 2001, 111, 68–69.
  • 9. Knowles T., Moody R., McEachern M., European food scares and their impact on EU food policy. Br. Food J., 2007, 109, 43–67.
  • 10. Kołożyn-Krajewska D. (ed.), Hygiene in Food Production. 2007, Wydawnictwo SGGW, Warszawa, pp. 121–129 (in Polish).
  • 11. Krystallis A., Chryssohoidis G., Consumers’ willingness to pay for organic food: factors that affect it and variation per organic product type. Br. Food J., 2005, 107, 320–343.
  • 12. Miller G.Y., Unneverhr L.J., Characteristics of consumer demanding and their willingness to pay for certified safer pork. J. Agribusiness, 2001, 19, 101–119.
  • 13. Mitchell V. W., McGoldrick P. J., Consumers’ risk reduction strategies: A review and synthesis. Int. Rev. Retail Distr. Consum. Res.,1996, 6, 1–33.
  • 14. Ozimek I., Place of purchase and the safety of consumers in the food market. Hand. Wew., 2006a, 1, 27–33 (in Polish).
  • 15. Ozimek I., How do consumers perceive information about food additives. Przem. Spoż., 2006b, 8, 54–55 (in Polish).
  • 16. Ozimek I., Place of sales and food quality in consumers’ opinion. Hand. Wew., 2008, 3, 24–29 (in Polish).
  • 17. Ozimek I., Żakowska-Biemans S., Gutkowska K., Polish consumers’ perception of food-related risks. Pol. J. Food Nutr. Sci., 2009, 59, 189–192.
  • 18. Roselius T., Consumer rankings of risk reduction methods. J. Market., 1971, 35, 56–61.
  • 19. Rudnicki L., Consumer behavior in the market. 2000, PWE, Warszawa, pp. 104–109 (in Polish).
  • 20. Tse A.C.B., Factors affecting consumer perceptions on product safety. Eur. J. Market., 1999, 33, 911–925.
  • 21. Yeung R.M.W., Morris J., An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach. Int. J. Consum. Stud., 2006, 30, 294–305.
  • 22. Yeung R.M.W., Yee W.M.S., Risk reduction: an insight from the UK poultry industry. Nutr. Food Sci., 2003, 33, 219–229.

Typ dokumentu



Identyfikator YADDA

JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.