Próba zidentyfikowania profilu potencjalnego nabywcy mięsa w obliczu informacji o zagrożeniu
THE ATTEMPT TO IDENTIFICATE THE PROFILE OF POTENTIAL MEAT CONSUMER IN THE FACE OF RISK INFORMATION

Summary/Abstract: The aim of this study was to show the influence of mass media on the consumer behavior at the time when information about risk appear. This research identified determinants having a significant impact on the probability of buying meat when information about the chemical contamination of meat appear. It has been shown that the probability of purchase meat at the time when information about risk appear is significantly influenced by factors related to: perception of chemical haz¬ards, perception of risk associated with the consequences of chemical hazards and descriptive characteristics of respondents. It was found that when information about risk appear the vast majority of consumers (70%) will not purchase meat products, while 20% will not change their decision and will continue buying meat, choosing a pre-tested brand. It was found that the respondents belonging to the subgroups ‘courageous’ perceive chemical hazards and risks likely to occur at much lower levels than “strongly mistrustful” consumers. A subgroup of “courageous” was equally represented by both women and men, while greater numbers of young people (up to 34 years) and less educated.

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