The paper presents results of three studies conducted by the SUSPORKQUAL consumer research team to investigate consumers' quality perception and willingness to pay with regard to pork from conventional and extensive production systems. Results show that consumers expect superior quality from free-range and organic pork, and point to an assimilation effect when the objective quality of such meats differs only slightly from that of conventional pork. For successful marketing of pork from extensive production systems, continuous improvements in eating quality, moderate pricing, and a credible certification system are strongly recommended.
|Translated title of the contribution||Marketing possibilities of new pork qualities|
|Title of host publication||European workshop of the EU 5th FP Action|
|Number of pages||11|
|Publication status||Published - 2004|