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Consumer’s stated trust in the food industry and meat purchases

  • Larissa Drescher

    ()

  • Janneke Jonge
  • Ellen Goddard
  • Thomas Herzfeld

Research indicates that consumers are particularly concerned about the safety of meat. More highly processed meat is perceived as more unsafe than fresh or natural meats, i.e., consumers trust processed meat less. This paper studies the relationship between perceived trust and day-to-day purchase behavior for meat, giving special attention to the degree of meat processing. Controlling for trust in food chain actors and demographic and socio-economic variables, actual meat purchases of Canadian households are linked to answers from a commissioned food attitudes survey completed by the same households. Expenditures for processed and total meat (but not for fresh meat) are significantly different by three levels of trust in the food industry. Consumer with the lowest trust levels consume less (especially of processed meat) compared to those with higher trust levels. However, in a multivariate setting, trust shows no effect on fresh or processed meat purchases with or without demographic and socio-economic control variables, suggesting that the impact of trust on meat purchases is only small. However, the low trusting consumer segment could potentially be a target for marketing strategies focused on reputation and quality to increase sales in this particular group. Copyright Springer Science+Business Media B.V. 2012

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File URL: http://hdl.handle.net/10.1007/s10460-012-9375-9
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Article provided by Springer in its journal Agriculture and Human Values.

Volume (Year): 29 (2012)
Issue (Month): 4 (December)
Pages: 507-517

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Handle: RePEc:spr:agrhuv:v:29:y:2012:i:4:p:507-517
Contact details of provider: Web page: http://www.springer.com/economics/journal/10460

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  1. Nijssen, Edwin J & Van Trijp, Hans C M, 1998. "Branding Fresh Food Products: Exploratory Empirical Evidence from the Netherlands," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 25(2), pages 228-42.
  2. Harris, James Michael & Shiptsova, Rimma, 2007. "Consumer Demand for Convenience Foods: Demographics and Expenditures," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(3), November.
  3. Jensen, Helen H. & Kesavan, T. & Johnson, Stanley R., 1992. "Measuring the Impact of Health Awareness on Food Demand," Staff General Research Papers 11239, Iowa State University, Department of Economics.
  4. Branden B. Johnson, 1999. "Exploring dimensionality in the origins of hazard-related trust," Journal of Risk Research, Taylor & Francis Journals, vol. 2(4), pages 325-354, October.
  5. Capps, Oral, Jr. & Park, Jaehong, 2002. "Impacts Of Advertising, Attitudes, Lifestyles, And Health On The Demand For U.S. Pork: A Micro-Level Analysis," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(01), April.
  6. Nicholas E. Piggott & Thomas L. Marsh, 2004. "Does Food Safety Information Impact U.S. Meat Demand?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(1), pages 154-174.
  7. Rémy Lambert & Bruno Larue & Clément Yélou & George Criner, 2006. "Fish and meat demand in Canada: Regional differences and weak separability," Agribusiness, John Wiley & Sons, Ltd., vol. 22(2), pages 175-199.
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