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Country of origin – a consumer perception perspective of fresh meat

Country of origin – a consumer perception perspective of fresh meat Most commodities consist of hidden qualities that consumers cannot detect by pre‐purchase or through normal use. Hence, given that consumers demand such qualities, information has to be communicated to the consumer by some trustworthy party to avoid a “lemons” effect. With respect to food, such qualities can be, for example, animal welfare process standards or long‐term health hazards. Previous research has concluded that extrinsic cues such as country of origin (COO) are important in the consumer evaluation process. The paper examines the Swedish market for fresh meat, where COO has been heavily promoted during the 1990s. Swedish consumers have been found to perceive country of origin as an important quality cue. This study examines what factors contribute to whether consumers perceive COO as an important quality cue. Data were collected using random‐digit dialling procedures. Interviews were made with the main shopper in households consuming meat. The results indicate that women and consumers with low incomes tend to use COO more extensively than men and consumers with higher incomes. Furthermore, consumers that emphasise the specific credence characteristics of animal welfare, antibiotics and salmonella are more likely to perceive COO as important. Hence, the study provides some support for what has been called the “Swedish model”. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Country of origin – a consumer perception perspective of fresh meat

Ruben Hoffmann
British Food Journal , Volume 102 (3): 19 – Apr 1, 2000
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19 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070700010332304
Publisher site
See Article on Publisher Site

Abstract

Most commodities consist of hidden qualities that consumers cannot detect by pre‐purchase or through normal use. Hence, given that consumers demand such qualities, information has to be communicated to the consumer by some trustworthy party to avoid a “lemons” effect. With respect to food, such qualities can be, for example, animal welfare process standards or long‐term health hazards. Previous research has concluded that extrinsic cues such as country of origin (COO) are important in the consumer evaluation process. The paper examines the Swedish market for fresh meat, where COO has been heavily promoted during the 1990s. Swedish consumers have been found to perceive country of origin as an important quality cue. This study examines what factors contribute to whether consumers perceive COO as an important quality cue. Data were collected using random‐digit dialling procedures. Interviews were made with the main shopper in households consuming meat. The results indicate that women and consumers with low incomes tend to use COO more extensively than men and consumers with higher incomes. Furthermore, consumers that emphasise the specific credence characteristics of animal welfare, antibiotics and salmonella are more likely to perceive COO as important. Hence, the study provides some support for what has been called the “Swedish model”.

Journal

British Food Journal – Emerald Publishing

Published: Apr 1, 2000

Keywords: Country of origin; Consumer attitudes; Perceptions; Meat

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