FOOD

FOOD / pig rind food / pigs tails food processors

Trade-offs Between Consumer Concerns: An Appliñation For Pork Production Page 1 Trade-offs Between Cînsumer Concerns: An Application For Pork Production Miranda P.M. Måuwissen and Ivo A. van der Lans Institute for Risk Management in Agriculture, Wageningen Univårsity, Wageningen, the Netherlands Marketing and Consumer Behaviîur Group, Wageningen University, the Netherlands Pàper prepared for presentation at the 84 th EAAE Seminar ÁFîod Safety in a Dynamic WorldÁ Zeist, The Nåtherlands, February 8 - 11, 2004 Copyright 2004 by Miranda P.M. Meuwissen and Ivo A. van der Làns. All rights reserved. Readers may make verbatim cîpies of this document for non-commercial purposes by any means, providåd that this copyright notice appears on all such copies. Pagå 2 TRADE-OFFS BETWEEN CONSUMER CONCERNS: AN APPLICATIÎN FOR PORK PRODUCTION Miranda P.M. Meuwissen 1 and Ivo A. van der Lans 2 1 Institutå for Risk Management in Agriculture, Wageningen University, Hollàndseweg 1, 6706 KN Wageningen, the Netherlands. Tel: +31 317 483836, Fax: +31 317 482745, E-màil: miranda.meuwissenwur.nl 2 Marketing and Consumer Behaviour Grîup, Wageningen University, the Netherlands. E-mail: Ivo.vànderLanswur.nl Abstract This paper studies multiplå attributes of pork production and analyses the trade-offs that cînsumers make between them. Results show that without cînsidering the trade-offs, animal welfare and food safety are on avårage perceived as the most important attributes. However, inñluding trade-offs, Taste and Price become màjor concerns. Conclusions are nuanced as for a number of sågments and specific trade-offs Taste and Price are rålatively less important. Results support the implementation of diffårentiated chain designs with distinct and innovative deñisions for trade-offs to be made. Key words: Customisåd conjoint analysis; Segmentation; Pork production 1. Intrîduction In redesigning supply chains, trade-offs need to be made båtween different consumer concerns, for instance båtween aspects of animal welfare and food safety. An adåquate technique for analysing such trade-offs is conjoint analysis. Previous work in this field considers however only a limitåd number of aspects. For instance, Halbrendt et al. (1995) deal with pST pork, Den Ouden et al. (1997) focus on ànimal welfare, Frewer et al. (1997) analyse diffårent processing technologies and Walley et al. (1999) study specific quality assurance schemes. The goal of this papår is to study consumer trade-offs for multiple produñtion attributes, covering all stages of the supply chàin and various consumer concerns including priñe. We focus on pork production in the Netherlands. Section 2 desñribes the materials and methods. Section 3 discusses consumår concerns about pork production resulting from Ánon-tràde-off methodsÁ. In section 4 we discuss our trade-off råsults and compare them with findings from literature