食品リスク態度と購買行動に関する調査研究（1） : 大学生とその母親を対象とした基礎的分析
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概要
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Attitude and judgment about risks will affect consumers' food-purchasing behavior. In this study we gave a definition of "risk attitude" as cognition, feeling, and behavior about risks. The university students' (n = 325) and their mothers' (n = 138) risk attitudes toward some incidents/accidents, reported by masscommunication in the past several years, were examined comparatively. We further examined the relations among their attitudes toward incidents/accidents and food risks and their food-purchasing behavior. The results showed that compared to the university students, the mothers showed a strong tendency to be "safety oriented" in terms of risk attitude in regards to food incidents/accidents and food-purchasing behavior. The merits and demerits of escalated risk perception are discussed.
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