The effect of perceived risk on attitudes, intention and consumption of fish in Hanoi.

Abstract

This study is one of the first attempts to investigate the attendances and consequences of perceived risk toward consumption fish in Hanoi, Vietnam. The study applies theory of planed behavior and theory of perceived risk for its conceptual framework. The study has three objectives. The first objective is to investigate the consequences of risk on attitude and intention to consumption of fish in Hanoi. The second objective is to examine how knowledge, trust and risk propensity affect general risk. The last objective is to investigate how different dimensions of risk effects general risk. To achieve these objective, the study employs the test of reliability, factor analysis and structural equation modeling to analysis the data collected in Hanoi, the capital of Vietnam. This study’s findings indicate that the models fit well with the data. The perceived risk affected directly attitude and intention to consumption of fish. Knowledge, trust had significantly negative effect on general risk while risk propensity has positive effect on general risk. Finally, both financial risk, physical risk and social risk were highly effects general risk. The implications of the study are discussed.