Ethical, moral and social dimensions in farm production practices: a segmentation study to assess Irish consumers’ perceptions of meat quality

Ethical, moral and social dimensions in farm production practices: a segmentation study to assess... Abstract Growing consumer concerns with modern farming and food production systems indicate a significant market opportunity for meat production practices that consider ethical, moral and social value traits. In the current study, we aimed to identify and characterise distinct segments of Irish consumers based on their perceptions of the quality of meat from different farm-level production practices (organic farming, high animal welfare standards, free range farming, and “natural”, treatment-free feeding regimes). An online survey was carried out with 251 Irish meat consumers. Using cluster analysis, we identified three distinct segments: “Target consumers”, “Purist consumers” and “Disinterested consumers”. Chi-square analyses revealed differences between the segments based on gender, age and meat-purchasing motivations. The results provide insight into the opportunities that exist for exploring new viable market segments as well as for engaging Irish consumers and empowering them with information around the ethical, social and moral aspects of farm-level practices related to meat production. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Irish Journal of Agricultural and Food Research de Gruyter

Ethical, moral and social dimensions in farm production practices: a segmentation study to assess Irish consumers’ perceptions of meat quality

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Publisher
De Gruyter Open
Copyright
© 2018 Á. Regan, M. Henchion, B. McIntyre
eISSN
2009-9029
D.O.I.
10.1515/ijafr-2018-0002
Publisher site
See Article on Publisher Site

Abstract

Abstract Growing consumer concerns with modern farming and food production systems indicate a significant market opportunity for meat production practices that consider ethical, moral and social value traits. In the current study, we aimed to identify and characterise distinct segments of Irish consumers based on their perceptions of the quality of meat from different farm-level production practices (organic farming, high animal welfare standards, free range farming, and “natural”, treatment-free feeding regimes). An online survey was carried out with 251 Irish meat consumers. Using cluster analysis, we identified three distinct segments: “Target consumers”, “Purist consumers” and “Disinterested consumers”. Chi-square analyses revealed differences between the segments based on gender, age and meat-purchasing motivations. The results provide insight into the opportunities that exist for exploring new viable market segments as well as for engaging Irish consumers and empowering them with information around the ethical, social and moral aspects of farm-level practices related to meat production.

Journal

Irish Journal of Agricultural and Food Researchde Gruyter

Published: Mar 9, 2018

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