AbstractIndividuals' perceptions of food product attributes such as safety may influence decisions about whether to consume and how much to consume. Survey data from southeastern U.S. adults were used in a double‐hurdle model to evaluate effects of health risk and other attribute perceptions on shellfish demand. Results indicate that attribute perceptions were important in both participation and consumption decisions. However, responses to new health risk information were not the same for each decision. Findings suggest that efforts to reduce shellfish health risks with an improved U.S. inspection program may have little influence on existing shellfish demand.