Consumer attitudes scrutinized
Peoples attitudes to pig- and pork production is investigated in seven countries. The results are to be used in other modules in the project.
By Mette Christensen
Product quality is a very important factor in pork production. To launch a product succesfully, it is important to analyse which quality characteristics influence product demands and how the quality perception varies between and within countries.
Quality aspects for consumers
When buying meat, the consumers quality expectations are based on visible quality characteristics and different types of information about the agricultural production system. Other important characteristics are price, brand and label. Quality characteristics which are also important for consumers but can not be evaluated before purchase are taste, tenderness, juiciness and convenience of the product.
Food quality is also a subjective and dynamic concept and the perception of meat quality is changing fast. Today’s consumer pays much attention to healthiness, convenience, locality, ethical and safety factors. These attributes focus primarily on animal production and not on the product itself. However, there are great differences in the appreciation of agricultural production systems from which the product originates between European countries. This implies that cultural differences in studying quality perceptions in meat are important.
Huge consumer survey
A survey on people’s attitudes to pork production systems and how pork products are perceived and enter consumers’ meal patterns is currently being conducted in seven countries. Five are EU countries (Greece, Denmark, Belgium, Germany, Poland) and two are non-European countries (Brazil and China).
The aim of the survey is to investigate differences in the way in which people both in their role as consumer and citizens relate to pig production and pork. The results of the survey will be used as a basis for the future work in Q-PorkChains.
Read more about consumer perception of pork by clicking here.
