The impacts of information about the risks and benefits of pork consumption on Chinese consumers’ perceptions towards, and intention to eat, pork

• Chinese consumers were exposed to negative, positive and balanced messages about pork
• Risks-only messages led to worse perceptions and lower intentions to eat pork
• Benefits-only messages led to better perceived healthiness and safety of pork
• Benefits-only messages had a protective effect on the intention to reduce pork intake
• Messages originating from government were perceived as the most credible

This study investigates the impacts of information on the benefits and risks of eating pork on Chinese consumers’ attitudes and intentions. Data were collected in March 2013 through a consumer survey (n = 909) in Beijing and Baoding City. An experiment was conducted using three types of message (positive, negative, and balanced) combined with three information sources (government, research institutes, and the pork industry). Participants ate pork almost every second day. They perceived pork as rather nutritious and relatively expensive and had neutral views about its healthiness and safety. Exposure to negative information (about risks only) resulted in a significant and negative change in consumers’ perceptions of pork’s nutritional value, price, healthiness and safety, while exposure to positive information (about benefits only) caused a positive change in consumers’ perceptions about pork’s healthiness and safety. Exposure to balanced information resulted in a significant and negative change in the perceived nutritional value of pork. Participants’ intended frequency of pork consumption was significantly lower after exposure to information, irrespective of the type of information received. Exposure to risks-only information decreased consumers’ intention to eat pork, while exposure to benefit-only information had a positive effect on consumers’ intentions to eat pork. Exposure to balanced risk/benefit information had no effect on intended pork consumption. Of the information used, governmental materials were found to have a positive impact on consumers’ perceptions of pork’s safety. Implications for communication strategies with Chinese consumers about pork consumption are discussed.