Related Experiment Video
Updated: Jan 4, 2026

Rapid Diagnosis of Avian Influenza Virus in Wild Birds: Use of a Portable rRT-PCR and Freeze-dried Reagents in the Field
Published on: August 2, 2011
Avian Influenza-Factors Affecting Consumers' Purchase Intentions toward Poultry Products
Xiaowei Wen1, Sangluo Sun2, Lin Li3
1College of Economics and Management, South China Agricultural University, Guangzhou 510642, China. wxwcn@scau.edu.cn.
Abstract:
Recently, continuing outbreaks of avian influenza in China have not only caused great loss to the agricultural sector but also brought fear and distrust to consumers, seriously undermining consumer confidence in chicken products. We investigated consumers' purchase intentions during avian influenza outbreaks by examining a regionally representative sample of 330 consumers in Guangzhou. With respect to 7 kinds of attributes, the ordered logit analysis indicated that possible health threat and uncertainty of the origin of poultry products may cause concern among consumers and cause them to avoid purchasing chicken products. Media reports have a great influence on consumers' intentions to purchase chicken products during avian influenza outbreaks. Overall, this study suggests establishing an effective mechanism of public knowledge (of chicken products' safety and quality) enhancement, in order to curb misleading media reports during avian influenza outbreaks.
Related Concept Videos
Factors Affecting the Risk of Infection
The integrity and count of the white blood cells help the body resist pathogens and fight infection. When impaired, it reduces the body's resistance to pathogens. The acidic pH levels of the gastrointestinal, genitourinary tracts, and skin...
Viral Recombination
Conditioned Taste Aversion
A notable characteristic of conditioned taste aversion is that it often requires only a single...
Leaky Scanning
Factors Affecting Illness
For instance, risk factors are connected to illness,...

