This document examines how risk perception and trust in information sources influence consumers' intentions to purchase chicken in Italy. It finds that intention to purchase chicken is significantly influenced by attitudes and subjective norms. Attitudes are determined by beliefs about chicken's role in food practices and risk perceptions. Perceived health risks directly affect purchase intention, and greater risk knowledge increases risk perception. Trust in media like the internet and radio also impacts risk perception. The study emphasizes that building trustworthiness is key to spreading confidence among consumers.