Comparative Studies on the Effect of Consumer's Perceived Risk on Restaurant Behavioral Intention: Focusing on Socio-Demographic Variables in Mad Cow Disease Case

This study explored the relationship between meat consumers’ perceived risk and behavioral intention in Korea, a major beef importing country. U.S. beef had the biggest share of the beef market in Korea until 2003 when the trade was halted because of mad cow disease. Despite massive public protests during 2008, U.S. beef was reintroduced into Korean market following a Free Trade Agreement. The study examined whether perceived risk had an influence on behavioral intention by the different socio‐demographic variables among beef consumers in Korea. In addition, the study investigated the influencing power of perceived risk on behavioral intention as enhanced by socio‐demographic variables. The study sample included 300 consumers from three different cities in Korea. Although financial risk was perceived at the highest level, it was social‧psychological risk that was the most negative factor influencing Korean consumers’ purchasing behavior towards U.S. beef.