Consumer choice of broiler meat: The effects of country of origin and production methods

E. Pouta¹, J. Heikkilä¹, S. Forsman-Hugg¹, M. Isoniemi² and J. Mäkelä²

Abstract
An increasing interest and concern among consumers in the ways in which food is produced has led to a need for differentiation in production methods in directions valued by consumers.

In this study we used a choice experiment to analyse the importance of the production method, such as organic production and methods emphasising animal welfare or consumer health, and country of origin on the selection of broiler meat by Finnish consumers.

The results revealed very strong positive perceptions of domestically produced broiler products. The effect of production method was significant but minor. Emphasising animal welfare in production particularly increased the probability of consumer choice. We also tested the effect of providing production information either in labels or verbally, and found that well-established labels have positive impacts whereas non-familiar labels may be counter-productive. Latent class analysis revealed the heterogeneity of consumer preferences, but did not facilitate the profiling of consumer groups based on socioeconomic data.


Source
Food Quality and Preference (2010) 21: 539-546


Author Locations & Affiliations
(1) MTT Economic Research, Luutnantintie 13, FI-00410 Helsinki, Finland
(2) National Consumer Research Centre, P.O. Box 5 (Kaikukatu 3), FI-00531 Helsinki, Finland


Posted May 2010