Consumers tend to overestimate food risks, and news reporting that draws attention to the deadly aspects of animal disease can cause fear in consumers even when a disease is not a food safety issue. We utilize an online survey experiment with U.S. pork consumers to assess how prior knowledge of African swine fever (ASF) and how news headlines and article content can affect pork purchases. We find that consumers are generally unaware of ASF, and almost half of respondents, who are all typically pork consumers, would be unwilling to purchase pork if there were an ASF outbreak in the United States. Within our experiment consumers who have less prior knowledge of ASF hesitated to buy pork, when first hearing of an outbreak. While additional information that ASF is not a human health threat helped mitigate pork avoidance, the placement of food safety assurance in either the headline or body of the article does not show a significantly different impact on consumer willingness to pay. As part of preparation efforts for a potential outbreak, our results emphasize the role of consumers’ prior knowledge and perceptions of the disease, which relays the importance of media cooperation in proactively informing the public about ASF outbreaks and highlighting the nonimpact on human health.

The number of meat recalls has increased markedly in recent years. This research examines the impact of beef and pork recall announcements on nearby daily live cattle and lean hog futures market prices, respectively. Results indicate medium-sized beef recalls that are of serious health concerns have a marginally negative impact on short-term live cattle futures prices. However, results are not robust across recall size and severity. This research suggests that if there is any systematic change in cattle and hog demand due to meat recalls, it likely occurs over an extended period of time and only in certain cases does it noticeably affect daily futures prices.

Using data from the 1994-1996 CSFII/DHKS, we identify and assess factors affecting the decision to consume pork and conditional on consuming pork, the decision of the amount of pork intake. Branded and generic advertising of pork play a prominent role in both decisions. Beef advertising, however, does not significantly affect either the probability of consuming pork or the amount of pork intake. Key health, attitudinal and lifestyle factors are smoking status, dietary status, body mass index, the importance of nutrition in buying food, and trimming visible fat from meat. These factors however impact the probability of consuming pork rather than the amount of pork consumed. Region, urbanization, race, age, income, and seasonality also affect pork demand.