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