The purpose of this study was to identify the relevant factors affecting risk perception towards culturally sensitive food such as gelatine and to analyze the relationships among all the factors using structural equation modelling. Risk perception towards culturally sensitive food was measured using self developed questionnaire with seven-point Likert scales. Many factors were found to influence the acceptability of gelatine usage in food. Perceived benefit is the most important predictor of the acceptability of risk related to gelatine and encouragement of the usage of gelatine in food. On the other hand, perceived risk has an inverse relationship with risk acceptance and encouragement. Familiarity, food concern, confidence in key actor, impact of science and technology and risk taking attitudes contributed either directly or indirectly to the acceptability of risk and encouragement of the usage of gelatine in food. Based on the study findings, appropriate strategy for consumers’ education could be devised as well as the improvement of existing food policy and food safety regulation.
Online ISSN: 1459-0263Year: 2013, Vol. 11, Issue 1, pages 59-63. Publisher: WFL.
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