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Canadian Public Awareness of and Concerns About TSEs: BSE and Chronic Wasting Disease

Canadian Public Awareness of and Concerns About TSEs: BSE and Chronic Wasting Disease. Ellen Goddard, Ashwina Aubeeluck, Violet Muringai, Vic Adamowicz. Research Questions. Are risk attitudes and perceptions different across the two diseases in Canada?

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Canadian Public Awareness of and Concerns About TSEs: BSE and Chronic Wasting Disease

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  1. Canadian Public Awareness of and Concerns About TSEs:BSE and Chronic Wasting Disease Ellen Goddard, Ashwina Aubeeluck, Violet Muringai, Vic Adamowicz

  2. Research Questions • Are risk attitudes and perceptions different across the two diseases in Canada? • Given the differences between cervid and cattle sectors – do the public attitudes drive different regulatory responses?

  3. Risk Attitudes • Risk (uncertainty) is a key component of consumer behaviour (Pennings et. al, 2002) • Consumer’s reactions can be modelled as a combination of risk perceptions, risk attitudes and the interaction between them • Risk perception deals with the consumer’s interpretation of the chance to be exposed to the risk • Risk attitude deals with the consumer’s interpretation of the risk and how much it is liked (disliked)

  4. Methods • Two general population surveys were conducted in Canada (2009). (also comparison to Japanese survey in May 2009) • Surveys in 2009 contained some common questions– also in each case included a stated preference section on consumer purchases of beef, deer, elk or moose meat with traceability, animal testing and both attributes • Canadian cervid survey were conducted in early October (1516 respondents) ; beef survey in July 2009 (1716 respondents)

  5. Analysis • Risk ranking for CWD/BSE • Risk attitudes and perceptions – beef versus venison • Views of beef versus venison • Willingness to pay for animal testing and traceability

  6. Food Risks for Human Health

  7. Comparison of Animal Production Concerns Across Countries

  8. Comparison of Risk Perceptions and Risk Attitudes

  9. Perception of Food Safety Risk, Control and Knowledge

  10. Perception of Food Safety – Knowledge • Canadians have more ‘optimism’ about food safety risk and more ‘pessimism’ about their control over and knowledge about food safety than do Japanese respondents

  11. What Are Consumers WTP for Additional Food Safety Protocols Across Species?

  12. Rural/Urban Differences

  13. Summary • Less familiarity with meat from cervid animals across the country • Awareness of CWD • Definite feeling that something should be done wrt CWD • Higher risk perceptions – lower risk attitudes for meat from cervid animals than beef • WTP for the provision of animal testing and traceability similar across meat types – differences between rural and urban populations

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