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"Country of origin" as a cue for quality and safety of fresh meat

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  • Becker, Tilman

Abstract

In this paper, it is distinguished between extrinsic and intrinsic quality cues and between eating (experience) quality and credence quality. Based on these distinctions, the economics of regulating cues is developed. The theoretical considerations are illustrated by the results of a consumer survey in several Member States of the European Union. In this survey, the extrinsic and intrinsic cues, the experience and credence quality attributes for fresh meat are evaluated by European consumers. In particular, information is presented on the helpfulness of cues for predicting eating and credence quality. The research clearly shows that the importance of the extrinsic cue "country of origin" as judged by consumers varies considerably between EU Member States and between the different meats. Furthermore, "country of origin" is regarded by consumers both, as a cue for eating quality and as a cue for food safety. Further analysis shows that those consumers claiming to be able to predict eating quality of meat from inspection in the shop are relying more on intrinsic cues, like "colour'; while the ''non-experts" seem to rely more on extrinsic cues and here in particular on "country of origin" and "place of purchase''. The theoretical framework is employed to discuss the efforts of the EU to support "country of origin" claims. Not only the PDO and PG/ are efforts in this direction, but the beef traceability and labelling regulation has to be added here. In particular the "country of origin" claims are discussed on the background of the aim of the Common Market to remove non-tariff barriers to trade between Member States.

Suggested Citation

  • Becker, Tilman, 1999. ""Country of origin" as a cue for quality and safety of fresh meat," 67th Seminar, October 28-30, 1999, LeMans, France 241034, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae67:241034
    DOI: 10.22004/ag.econ.241034
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    References listed on IDEAS

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    Cited by:

    1. Revoredo-Giha, Cesar & Lamprinopoulou-Kranis, Chrysa & Leat, Philip M.K. & Kupiec-Teahan, Beata & Toma, Luiza & Cacciolatti, Luca, 2009. "How Differentiated Is The Scottish Beef? An Analysis Of Supermarket Data Panel," Working Papers 109392, Scotland's Rural College (formerly Scottish Agricultural College), Land Economy & Environment Research Group.
    2. Anna Carbone & Alessandro Sorrentino, 2005. "European Policy for Food Quality and the New Cap," QA - Rivista dell'Associazione Rossi-Doria, Associazione Rossi Doria, issue 4, November.
    3. Bolliger, Conradin & Reviron, Sophie, 2008. "Consumer Willingness to Pay for Swiss Chicken Meat: An In-store Survey to Link Stated and Revealed Buying Behaviour," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44155, European Association of Agricultural Economists.
    4. Ronald W. Ward & Julian Briz & Isabel de Felipe, 2003. "Competing supplies of olive oil in the German market: An application of multinomial logit models," Agribusiness, John Wiley & Sons, Ltd., vol. 19(3), pages 393-406.
    5. Profeta, Adriano, 2008. "Interactions between Country-of-Origin, Brands and Food-Safety-Certificates in the Promotion of Beef in Germany – What is the Right Labelling Strategy? – A Consumer Preference Analysis on the Basis of," MPRA Paper 20543, University Library of Munich, Germany.
    6. Carbone, Anna & Sorrentino, Alessandro, 2006. "The European Policy for Food Quality and the Fischler's Reform," 99th Seminar, February 8-10, 2006, Bonn, Germany 7766, European Association of Agricultural Economists.
    7. Islam, S.M. Fakhrul & Jabbar, Mohammad A., 2009. "Quality and Safety of Milk in Bangladesh: What do Consumers Believe in?," 2009 Conference, August 16-22, 2009, Beijing, China 51100, International Association of Agricultural Economists.
    8. Clas Eriksson, 2011. "Home bias in preferences and the political economics of agricultural protection," Review of Agricultural and Environmental Studies - Revue d'Etudes en Agriculture et Environnement, INRA Department of Economics, vol. 92(1), pages 5-23.
    9. Profeta, Adriano, 2008. "A Theoretical Framework for Country-of-Origin-Research in the Food sector," MPRA Paper 20540, University Library of Munich, Germany.
    10. Perez, Lautaro & Boland, Michael A. & Schroeder, Ted C., 2003. "Country-of-Origin Labeling for Uruguayan Beef," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 6(4), pages 1-13.

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