| Several times during the last decade consumers have been warned about different incidents concerning food safety, like, salmonella in eggs, cheese and poultry, and pesticides residues in tomatoes. The problem of food safety is still to be a largely latent concern for consumers. The main research goal of this paper is to investigate consumers' risk attitudes and risk perceptions concerning milk safety and to estimate their willingness to pay for extra-safe milk. The data was collected in the Netherlands using a mail survey. 211 usable questionnaires (26%) were returned. Results show that, in general, consumers are not concerned about the safety of milk. However, the results of consumers' perceptions of the "riskiness of milk contamination" for vulnerable... |
