Multinomial logit models comparing consumers' and producers' risk perception of specialty meat



There is a dichotomy of risk perception between consumers and processors of specialty meats. Studies show that consumers continue to resist these meats and perceive them as somewhat unsafe while processors perceive them to be safe. This study uses survey data from 401 consumers and 22 bison processors to evaluate the determinants of food safety risk perception gaps. Results indicate that significant food safety risk perception gaps exist between consumers and producers of bison meat. Outrage, among other factors, accounts for consumer risk perception while the number of years in business is a major determinant of producer risk perception. Consumers' food safety risk perception affects the frequency of consumption of bison meat. This creates difficulties in formulating marketing strategies and policy initiatives aimed at moving specialty meats beyond niche markets. [EconLit citations: Q180, D190, C140.] © 2005 Wiley Periodicals, Inc. Agribusiness 21: 375–390, 2005.