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Consumer preference for production-derived quality: analyzing perceptions of premium chicken production methods

  • Brian Innes

    (Department of Bioresource Policy, Business & Economics, University of Saskatchewan, Saskatoon, Saskatchewan, Canada)

  • John Cranfield

    (Department of Food, Agricultural and Resource Economics, University of Guelph, Guelph, Ontario, Canada)

The authors assess consumer interest in a food product containing production-derived attributes. They use the French Label Rouge system in the Ontario chicken market as an example of a producer-controlled quality system. Conjoint analysis reveals a significant proportion of respondents value nonprice attributes; medication and housing had the highest importance scores, followed by price and brand ownership. Cluster analysis of the part-worth utilities revealed three consumer segments: price conscious consumers; consumers focused on naturalness; and those focused on animal health. Segments do not appear to differ on the basis of socioeconomic and demographic profile of respondents. However, multiitem scales reflecting attitudes towards production systems vary significantly across segments. Price-conscious respondents show agreement with use of medication and express concern over quality. Respondents in the naturalness segment express concern over quality, locality of production and impact of production methods on own health. Animal-health-conscious respondents show agreement with the use of medications, concern over quality, locality and impact of production methods on own health, but neutrality towards byproducts and traditional production methods. [EconLit citations: D120, Q130]. © 2009 Wiley Periodicals, Inc.

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Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

Volume (Year): 25 (2009)
Issue (Month): 3 ()
Pages: 395-411

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Handle: RePEc:wly:agribz:v:25:y:2009:i:3:p:395-411
Contact details of provider: Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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  7. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 32(3), pages 369-391, September.
  8. Randall E. Westgren, 1999. "Delivering Food Safety, Food Quality, and Sustainable Production Practices: The Label Rouge Poultry System in France," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(5), pages 1107-1111.
  9. Hayes, Dermot J. & Lence, Sergio H. & Babcock, Bruce A., 2005. "Geographic Indications and Farmer-Owned Brands: Why Do the U.S. And E.U. Disagree?," Staff General Research Papers 12418, Iowa State University, Department of Economics.
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