Consumer's intention to purchase chicken after the fast-growing incident in China

The survey was carried out on 476 consumers from six cities of Jiangsu province, China, after the fast-growing chicken incident, and logistic regression analysis was used to research customer's purchase intention towards chicken. The results indicate that the fast-growing chicken incident still has negative effect on chicken consumption market even though it happened one year ago; near half of consumers still worry about the quality safety of chicken products. According to influencing degree, the factors influencing consumers' purchase intention on chicken were gender of consumers (1.085), preference degree to chicken (0.720), risk perception on chicken (-0.646), knowing degree to the fast-growing chicken incident (-0.472), the price of chicken (-0.419) and minors in family (0.242).