Consumer Acceptance of Recombinant Bovine Growth Hormone: Interplay Between Beliefs and Perceived Risks

Abstract

This study examines the role of consumer beliefs and perceptions in explaining apprehension toward milk from recombinant bovine growth hormone (rbGH) treated cows. Results support the notion that consumers overestimate risks associated with milk from rbGH treated herds. The study indicates the quantity of milk purchased, willingness to pay a premium for untreated milk, and gender positively influence risk perceptions, while income inversely influences risk perceptions.