Factors Determining Food Health Risks and Impacts on the Purchasing Intention: The Case of Farmed Fish

Abstract

The past few years were marked by successive and highly mediated food crises. All sorts of concerns were magnified thus inevitably generating perception of a health risk linked to food. The synthesis of the literature review on the perceived risk and the confidence resulting from a qualitative study by 3 experts on 14 final consumers helped elaborate a conceptual model that goes through three phases: The first is the phase of risk perception, the second is risk reduction and the third is the behavioral phase. We conducted an empirical study on 280 consumers in an attempt at testing and validating our conceptual model. The concluded results consequent to the application of the Methods of structural equations confirmed certain hypotheses and rejected others.