Valorization of meat products: A study of the “pasture-raised” sign on packaging

Valorisation des produits carnés: une étude du signal « élevé au pâturage » sur le packaging

Guillaume Denos, Jean-Marc Ferrandi () and Gaelle Pantin-Sohier ()
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Guillaume Denos: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage, IAE Angers - Institut d'Administration des Entreprises (IAE) - Angers - UA - Université d'Angers
Jean-Marc Ferrandi: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes, ONIRIS - École nationale vétérinaire, agroalimentaire et de l'alimentation Nantes-Atlantique
Gaelle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: Valorization of meat products: A study of the "pasture-raised" sign on packaging For the consumer, the "pasture-raised" sign is perceived as an indication of a high-quality production method, respectful of the animal and its environment. Our study aims at understanding and building an efficient communication strategy around the pasture-raised attribute on meat products. We use quality perception theory and consider the impact of different messages on the packaging of a piece of meat. These messages valorize pasture raising according to three lines of argumentation: the consumption experience, beliefs related to health benefits, and beliefs related to positive effects on animal welfare and the environment. We confirm the positive perception of communication on pasture raising as a sign of quality linked above all to the gustatory experience.

Keywords: animal welfare; inferred quality; packaging; pasture raising; meat products; bien-être animal; qualité inférée; produits carnés; pâturage (search for similar items in EconPapers)
Date: 2020-09-30
Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-02948874
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Published in Économie rurale, 2020, 373, pp.23-41. ⟨10.4000/economierurale.7943⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02948874

DOI: 10.4000/economierurale.7943

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