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Consumer Perception of Traceability in the Meat Chain

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  • Gellynck, Xavier
  • Verbeke, Wim

Abstract

Despite growing interest in meat traceability systems, very little research has been done on consumer needs and perception of traceability. This gap is partly filled by the present study of consumer perception of meat traceability in Belgium, based on cross-sectional data collected in June 2001. Respondents are segmented, based on their subjective perception of meat quality, and differences in the perceived need for traceability systems between the various segments are investigated. Functional traceability attributes, such as organizational efficiency, chain monitoring and individual responsibility, are important to all consumers. Extensions with respect to process attributes, such as production methods, are less relevant to the general population, being only of interest to specific market segments, i.e. consumers with a more negative perception of meat quality and lower consumption levels. In conclusion, it is recommended that public policy focuses on the level of functional traceability attributes, whereas extensions with respect to process attributes are left to private initiatives, which focus on specific market segments.

Suggested Citation

  • Gellynck, Xavier & Verbeke, Wim, 2001. "Consumer Perception of Traceability in the Meat Chain," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 50(6).
  • Handle: RePEc:ags:gjagec:98909
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    File URL: http://purl.umn.edu/98909
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    Cited by:

    1. repec:gam:jsusta:v:9:y:2017:i:10:p:1651-:d:113229 is not listed on IDEAS
    2. Chryssochoidis, George M. & Kehagia, Olga C. & Chrysochou, Polymeros E., 2006. "Traceability: European consumers' perceptions regarding its definition, expectations and differences by product types and importance of label schemes," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10088, European Association of Agricultural Economists.
    3. Verbeke, W. & Ward, R. W. & Avermaete, T., 2002. "Evaluation of publicity measures relating to the EU beef labelling system in Belgium," Food Policy, Elsevier, vol. 27(4), pages 339-353, August.
    4. Gampl, Birgit, 2006. "R├╝ckverfolgbarkeit von Lebensmitteln: Eine empirische Analyse ketten├╝bergreifender Informationssysteme," I&I Working Paper 02/2006, Christian-Albrechts-University of Kiel, Department of Agricultural Economics, Section Innovation and Information.
    5. Verbeke, Wim & Ward, Ronald W., 2003. "Importance of EU Label Requirements: An Application of Ordered Probit Models to Belgium Beef Labels," 2003 Annual meeting, July 27-30, Montreal, Canada 22077, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

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