Perceived Consequences: General or Specific? The Case of Palm Oil-Free Products

Palm oil production and consumption involve several consequences, the perception of which are significant factors that influence consumer behavior. The aim our research is to explore health, environmental, or social consequences associated with palm consumers most in their behavior avoid oil. We examined three risk types from two approaches: viewpoint generally perceived specifically relation collected data through an online survey (n = 336), we applied method structural equation modeling achieve aim. According results, depending on approach, all consequence purchase intentions. Of them, effects health have strongest intent, followed by environmental damage caused production. effect general show indirect significance information seeking, also indicates importance approach perception. Indirectly directly, only intent. Our suggests companies developing oil-free products could benefit a label product stating nature.