Reducing avian influenza risk: a qualitative exploration of issues in Hong Kong

Purpose - Avian influenza (AI) has prompted widespread poultry culls and retail changes. Traditional live poultry sales can increase risk for AI virus transmission. Attitudes and risk perceptions regarding these sales influence policy. The purpose of this paper is to report Hong Kong risk perceptions and attitudes regarding live poultry sales and central slaughtering illustrating population reactions to inform policy. Design/methodology/approach - A total of 25 healthy Hong Kong adults completed grounded theory qualitative interviews regarding perceptions of live chicken sales and acceptability of central slaughtering. Taped interviews were transcribed and translated in to English and coded in parallel by the authors working independently, using grounded theory approaches. Findings - The paper finds that hygiene efforts reflected confusion between bacterial contamination and influenza. Hand-transmission was not recognized as a transmission pathway. Opposition to central slaughtering was based on concerns about loss of freshness, flavor, traditions and employment, and meat safety. However, opponents supported policy if it reduced infectious disease risk. Supporters emphasized improved food hygiene. There was considerable scope for further educational efforts. Opposition focused on losses rather than gains, consistent with theory. Supporters emphasized health benefits. AI transmission routes were confused, indicating need for clearer information about personal protective practices. Research limitations/implications - The paper is a qualitative report and awaits confirmation using a quantitative exploration. The data identified a number of barriers to acceptance of a central slaughtering policy, many of which were based on incorrect or limited understanding. Education can help remedy this. Originality/value - The paper describes perceptions among Chinese people towards a public health initiative, revealing many objections are based on misunderstandings.