【導(dǎo)讀】結(jié)果表明，在不確定性條件下，消費(fèi)者的態(tài)度和他們對(duì)提供商信息的信任，都。求缺口和利潤(rùn)損失。當(dāng)前已確立概念的需求分析，如新古典微觀經(jīng)濟(jì)學(xué)法，并不能對(duì)在食。品安全危機(jī)下的消費(fèi)行為提供完全充分說(shuō)明。其中最相關(guān)的特點(diǎn)，特別是在關(guān)于非透明的和危險(xiǎn)的情況下，是信任因素。是涉及到購(gòu)買(mǎi)和消費(fèi)的貨物大部分具有信用特性的。由于這適用于幾乎所有的食物，信任。這種補(bǔ)全的驗(yàn)證，對(duì)指導(dǎo)明確地描述在不確定條件下消費(fèi)者行為和在隨機(jī)的外部。沖擊的環(huán)境中預(yù)測(cè)消費(fèi)者的可能反應(yīng)是不可或缺的。損失都可能發(fā)生。在此過(guò)程中，各個(gè)類(lèi)型的供應(yīng)商之間在可靠性方面的差異會(huì)由其主觀失敗概率進(jìn)行區(qū)?！独硇孕袆?dòng)理論》，是Fishbein與Ajzen. 釋人們做出該行為的內(nèi)在心理因素。根據(jù)理性行動(dòng)理論，意圖包括兩個(gè)概念不同的決定因素。第二個(gè)預(yù)測(cè)意向是被稱(chēng)為主觀

　　

【正文】 rity Television documentary Television news / current affairs Television advertising Newspapers Inter Radio Magazines Product Label Component Label Media Food Chain Independent Alternative Lobbies Note: A varimax rotation with Kaiser Normalisation has been conducted. The rotation converged in six iterations. Values exceeding are printed bold. In an adjacent step, a cluster analysis (hierarchical kmeans cluster analysis) was performed on the observations. In accordance with the panEuropean findings, the analysis was preset to three clusters (Dierks, 2021). Results are illustrated in table 2. Table 2: Categorization of clusters featuring the German data set according to the kmeans method Clusters 1 2 3 Trust in media Trust in food chain actors Trust in independent sources Trust in alternative sources Trust in vested interests 7 Absolute Counts 133 216 102 Percentage Source: Dierks et al., (2021, p. 136). As depicted in table 2, the first population cluster shows significant trust being expressed towards food safety information provided by alternative and independent sources. Strong distrust, however, is expressed towards food chain actors, and milder distrust towards media and vested interests. This implies that the first population cluster mainly prehends alternative trusters with little confidence in classic institutions such as industry and media. The second cluster suggests that the respondents assigned to this cluster appear to be directly opposed to the first population cluster since consumers display trust in nearly all sources of information. Since distrust is only expressed towards information provided by independent sources, this cluster appears to prise consumers characterised as conservative trusters. The third cluster is characterized by trust being expressed towards information provided by media and independent sources whilst strong distrust, in turn, is expressed towards information provided by alternative sources, vested interests, and, even though to a negligible extent, towards information provided by food chain actors. The inconsistency of this pattern allows for characterising it as predominantly prising sceptic trusters. The SPARTA II Model Following the classification of German respondents into three different population clusters, emphasis is placed on estimating the determinants of consumer behaviour in both a standard situation and after an external shock. The estimation of the SPARTA II model as outlined in figure 3 for both a standard situation and a hypothesised salmonella infestation aims at precisely identifying changes in consumer behaviour directly attributed to a the occurrence of a (hypothetical) food safety incidence. Consumer Behaviour in a Standard Situation As illustrated in figure 3, the consumers’ intention to conduct a particular behaviour, I, is determined through the subjective norm, SN, perceived behavioural control, PBC, behavioural attitude AB, and perceived risk, PR. Trust, T, in contrast, is assumed to have an indirect impact on consumer behaviour. The respective estimates for a standard purchasing situation, based on 377 German observations of which % correspond to alternative, % to conservative, and % to sceptic trusters, are depicted in table 4. Table 4: Determinants of the SPARTA II Model for a standard situation Cluster Variable Alternative Trusters Conservative Trusters Sceptic Trusters Constant （ ） （ ） （ ） SN Subjective Norm （ ） （ ） （ ） PBC Perceived Behavioural Control （ ） （ ） （ ） AB Behavioural Attitude （ ） （ ） （ ） 8 PR Perceived Risk （ ） （ ） （ ） Standard errors are put in parenthesis. Perceived risk, PR, is expressed as a weighed average of the respondents’ perception of risk factors. The weighs correspond to the level of knowledge of the respective risk factors. As illustrated above, the German consumers’ intention to purchase chicken in a standard situation is predominantly determined through behavioural attitude, AB. The differences regarding the impact of behavioural attitude, AB, across the clusters indicate that respondents characterised as alternative and conservative trusters are influenced in a clearly stronger manner than respondents characterised as sceptic trusters. Interestingly, the opposite applies to perceived behavioural control, PBC, which has a stronger impact on sceptic trusters than it has on alternative trusters or conservative trusters. Normative beliefs, . subjective norm, SN, also have a positive impact on all population clusters. Perceived risk, PR surprisingly has a positive impact on the intention to purchase chicken of respondents characterised as alternative trusters. Its impact on conservative trusters and sceptic trusters, however, is slightly negative – even though mainly negligible. Trust is effective in this model only via perceived risk – and considering that the latter has no significant impact on intention – it needs to be concluded that trust does not affect the consumers’ intention in a standard situation. Consumer Behaviour in the Environment of a Food Safety Incidence Above estimates abruptly change once respondents are confronted with a hypo thetical salmonella outbreak as particularly emphasised through the increasingly negative impact of perceived risk, PR. The respective estimates are illustrated in table 5. Table 5: Determinants o f the SPARTA II Model after a salmonella outbreak Cluster Variable Alternative Trusters Conservative Trusters Sceptic Trusters Constant （ ） （ ） （ ） SN Subjective Norm （ ） （ ） （ ） PBC Perceived Behavioural Control （ ） （ ） （ ） AB Behavioural Attitude （ ） （ ） （ ） PR Perceived Risk （ ） （ ） （ ） Standard errors are put in parenthesis. Perceived risk, PR