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La certificacion como estrategia para la recuperacion de la confianza del consumidor en la adquisicion de la carne de ternera

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Author Info
Barrena, Ramo
Sanchez, Mercedes
Gil, Jose Maria
Gracia, Azucena
Rivera, Luis M.

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Abstract

Resumen El objetivo del trabajo se centra en analizar el efecto de la presencia de etiqueta en un producto con el fin de minimizar el riesgo percibido o la incertidumbre asociada al producto. El análisis ha sido realizado tomando como ejemplo la carne fresca de ternera, producto que ha presentado en Europa, en general, y en España, en particular, importantes problemas de salubridad o seguridad alimentaria que han generado una importante pérdida de confianza por parte de los consumidores e, indirectamente, una disminución de su consumo, lo que ha supuesto, a su vez, serias implicaciones sobre la oferta. Teniendo en cuenta el objetivo planteado, se especifica un modelo para analizar la disposición del consumidor a aumentar el consumo de carne de ternera si se le garantiza su salubridad. Se considera que el consumidor realiza una doble decisión: 1) consumir más o no; y 2) una vez que ha decidido incrementar su consumo, determina en qué cantidad, considerándose, adicionalmente, que ambas decisiones se adoptan de forma simultánea. Los resultados obtenidos en tres Comunidades Autónomas españolas (Comunidad de Aragón, Comunidad Foral de Navarra y Comunidad Valenciana) muestran la idoneidad de las etiquetas para mitigar los efectos que sobre la demanda tienen estos problemas surgidos en la oferta, siendo los resultados especialmente relevantes en el mercado que ha presentado mayores problemas de salubridad. Palabras Clave: comportamiento del consumidor, modelos de decisión, etiqueta, carne de ternera, seguridad alimentaria. Summary The objective of the paper is to analyse the effect of the label product presence in the reduction of the health hazard perceived or in the uncertainty associated to a product. The market selected like an example was the fresh beef, because in Europe, in general, and in Spain in particular, has been serious problems related with the food safety. These problems had influenced in the lost confidence of the consumers with important consequences in the supply. We propose a consumer decision model with two steps: 1) to consume more or no, 2) if the consumer decided to increase the consume analyse the factors which affect the quantity to increment; these decisions are considered simultaneous. The results obtained in the three Spanish regions (Comunidad de Aragón, Comunidad Foral de Navarra and Comunidad Valenciana) showed the suitability of the utilisation of the labels in the product to reduce or mitigate the demand effects of these supply complications, specially in the market which major food safety problems.

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Publisher Info
Article provided by Spanish Association of Agricultural Economists in its journal Economia Agraria y Recursos Naturales.

Volume (Year): 3 (2003)
Issue (Month): 1 ()
Pages:
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Handle: RePEc:ags:earnsa:28748

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Related research
Keywords: consumer behaviour; decision models; label; beef; food safety; Consumer/Household Economics; M31; R11; Q13;

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This page was last updated on 2009-12-26.

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