An Exploratory Study to Assess European Consumers' Opinion about a Beef Quality Guarantee System

Wim Verbeke, Lynn Van Wezemael, Marcia Dutra de Barcellos, Jens O. Kugler, George Chryssochoidis, Oydis Ueland and Klaus G. Grunert

No 59113, 2009 International European Forum, February 15-20, 2009, Innsbruck-Igls, Austria from International European Forum on System Dynamics and Innovation in Food Networks

Abstract: Consumer demand in relation to food is increasingly shifting towards products that are safe, nutritious, and of good eating quality. Beef consumers are demanding for experience quality that matches their quality expectations formed prior to consumption, particularly with respect to beef tenderness. The development of a beef quality guarantee system, backed up by objective knowledge obtained through muscle profiling research, can allow the beef industry to meet these consumer demands. A qualitative consumer study has been carried out to assess European consumers’ opinions about beef quality and beef related technologies. This paper reports on consumer opinions and perceptions about muscle profiling and a beef quality guarantee system. Findings indicate that both concepts are well accepted by European beef consumers, although not unconditional. The insights obtained from this study indicate good opportunities for the development of a beef quality guarantee system in Europe. As an increase in consumers’ satisfaction with beef products could lead to higher consumption rates and industry profitability, the introduction of a quality guarantee system can contribute to further market development and improved competitiveness of the European beef industry.

Keywords: Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety; Research and Development/Tech Change/Emerging Technologies; Risk and Uncertainty (search for similar items in EconPapers)
Pages: 9
Date: 2009-10
New Economics Papers: this item is included in nep-agr
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Persistent link: https://EconPapers.repec.org/RePEc:ags:iefi09:59113

DOI: 10.22004/ag.econ.59113

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