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Measuring Consumer Perceptions of Healthy Beef

12 December 2012

ARGENTINA - A research team from the Faculty of Economics and Social Sciences at the National University of Mar del Plata and the Institute of Economics and Sociology (IES) of INTA in Buenos Aires is looking into consumer perceptions of food safety and beef consumption in a bid to enhance the marketing of food.

The new project, "Perceptions of food safety and beef consumption - Access to information and enhancement of safety related attributes in marketing", has been approved in the framework of the V technique Compulsa Institute projects.

The researchers are looking into the consumer perceptions because they see safety and security of food as a major problem facing consumers, the food processing industry and the government.

The Argentine beef promotion body, IPCVA, said that since consumers can not easily evaluate the food safety and the risks to which they are exposed, their perceptions of the same, are basically a matter of confidence in the value chain.

The overall objective of the project is to assess consumer perceptions and attitudes about safety and risks Argentine beef in order to propose marketing strategies incorporating these dimensions in their design.

In particular, it seeks to identify and assess the importance of quality attributes from which it is perceived that the beef is "healthy" or health security risk. The research will also measure the willingness of consumers to pay for processes that can ensure health security in marketing.

It also seeks to explore the level of information and the sources that handle consumers in relation to the consumption of beef and the health risks and know their level of confidence in the various stages along the production chain and especially in the control bodies.

TheMeatSite News Desk



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