Determinants of Intention to Purchase Chicken in Italy: The Role of Consumer Risk Perception and Trust In Different Information Sources

The aim of this paper is to explain how purchasing intentions are influenced by different level of risk perception and trust in food safety information investigating the determinants of chicken purchase among a sample of Italian consumers. The assessment of determinants of intention to purchase was carried out estimating a causal model in which attitudes, perceived behavioural control and perceived risk play a major role in determining buyer’s behaviour. A second model that links risk perception to a number of constructs was estimated. In particular the role of trust was highlighted either as a general construct or as specific constructs targeting food chain, policy actors and media.