Bovine Spongiform Encephalopathy, Risk Perceptions, and Beef Consumption: Differences Between Canada and Japan

Abstract

This study provides an assessment of the perceived relative risk of bovine spongiform encephalopathy (BSE) in the context of other aspects of livestock production and human health issues. The factors influencing consumers' concerns regarding these issues are identified. Consumers' risk perceptions and risk attitudes about beef and poultry and the factors that influenced any reduction in beef consumption due to food safety issues or BSE are analyzed. General population internet-based survey were used to collect data in Japan (2009) and Canada (2006, 2009). BSE remains the highest ranking livestock production concern in Japan, in 2009, 9 years after the first animal with BSE was found in Japan. In Canada (2009), 6 years after the first domestic animal was found to have BSE, BSE ranked 7 out of 8 in possible livestock production concerns. Respondents in both countries who are older and female have a higher probability of being concerned about all livestock production issues. Higher levels of education in Canada are associated with a lower probability of ranking BSE as a high risk issue, while in Japan the opposite occurs. Canadian respondents have higher risk perceptions about poultry than beef and are more willing to accept the risks of eating beef than poultry (higher risk attitudes) than Japanese respondents. Together with some of the demographic variables, risk attitudes and risk perceptions have significantly influenced reductions in beef consumption due to food safety issues over the past 4 years and since consumers first heard about BSE.

Notes

¹ Variant Creutzfeldt-Jakob Disease Current Data (October 2009). http://www.cjd.ed.ac.uk/vcjdworld.htm

² Pennings et al. (2002) compared three countries (United States, the Netherlands, and Germany), Schroeder et al. (2007) compared four countries (Canada, United States, Japan, and Mexico), and Setbon et al. (2005) only looked at France.

³The same marketing firm (TNS Global Market Research) was used by Schroeder et al. (2007).

⁴Net concerned percentages were also calculated including the “do not know responses” and the rankings of the livestock production aspects do not change while the values only changed marginally.

⁵ Roselius (1971) used the same approach to assess consumer rankings of risk reduction methods.

⁶Prior to the computations of the NCP's, the options were re-ranked such that 1)don't know 2) no risk at all 3) not very 4) important.

⁷In this case the risk attitude index for Canada is greater than for Japan because Schroeder's Likert scales for risk attitude questions were opposite from the ones used in this study, e.g., for the question “For me, eating beef is worth the risk” the options were (1 = strongly agree, … , 10 = strongly disagree).