Consumer Risk Perception Profiles Regarding Recombinant Bovine Growth Hormone (rbGH)

Abstract

This study examines individual differences in risk perception typologies, specifically for recombinant bovine growth hormone (rbGH). Results indicate diverse consumer profiles across risk perception categories. Awareness of rbGH is significantly affected by education and ethnicity. Risk perceptions concerning rbGH are significantly affected by age, gender, and education. Self‐protective behavior is significantly affected by household size and identification with environmental groups. Identifying and understanding these profiles would enable risk communicators to design more effective risk communication strategies.