What drives risky eating behavior: Applying an extended theory of planned behavior to raw or undercooked chicken consumption in Japan

Abstract

High-risk eating behavior, including the consumption of rare hamburgers and undercooked chicken as gourmet dishes, is a public health concern. Identifying the factors associated with such consumers' risky-eating behaviors is necessary to develop effective risk communication strategies. However, previous studies have primarily focused on undercooked meat resulting from mishandling during preparation, with few addressing the consumption of risky foods and its determinants. This study aimed to identify the determinants of intention and behavior regarding the consumption of raw or undercooked chicken meat, as an example of high-risk food consumption, in Japanese consumers. The theory of planned behavior was employed and extended by incorporating knowledge, risk perception, and trust while distinguishing between attitudes/subjective norms toward eating and avoiding raw chicken. Data were collected through an online survey of 601 men and women living in the Kanto, Kansai, and Kyushu areas of Japan and analyzed using structural equation modeling. The empirical results indicated that the main predictors of the intention to eat raw or undercooked chicken are attitude and descriptive norms. Moreover, attitudes, intentions, and behaviors are not determined by knowledge but are partly influenced by trust and risk perception. The discussion examines these findings in terms of risk communication strategies