10 pages, Animal production system and welfare conditions can influence consumers’ acceptance, as meat from animals grazing in natural pasture and labelled with information about high standards of welfare is preferred. In addition, geographical origin of food is recently considered one of the main information influencing the consumers’ acceptance. Local products are collectively associated with high quality attributes by the consumers related to shorter transport and good welfare. Lamb meat is considered local and typical food; however, it is common to find in the same market both local and imported lamb meat. The present investigation aimed at understanding the importance of information about geographical origin, transport duration, and welfare condition of lambs for consumers and their actual liking. Moreover, the quality of lamb meat from local and imported animals as affected by short or long transport was assessed. Data demonstrated that both short and long transport did not affect organoleptic quality of meat; this result was corroborated by an absence of both metabolic and immune stressors in long term transport lambs except for haptoglobin, cortisol and glucose. However, the expected and actual acceptability were affected by the information with higher scores for local lamb when information on the geographical origin, transport duration, and welfare condition was provided to the consumers.
16 pages., Via online journal, Communicating the process quality of ethically produced food effectively is of highest interest to policy makers, organizations, retailers and producers in order to enhance ethical food production and increase ethical label use. The objective of this paper is to unveil the effectiveness of different communication treatments in regard to changing purchase behavior of different consumer groups. Different communication material for beef produced according to consumer expectations was compiled and applied in a consumer survey—incorporating a choice experiment and a questionnaire—with 676 respondents in three cities of Germany. A Latent Class Mixed Logit Model was basis to identify different consumer segments and their response to the different communication treatments. The effects of different communication treatments unveil the importance to address information in an objective manner. Target groups could be enlarged through the assessment of clear, objective information. Moreover, most consumers were more likely to refrain from choosing a cheap beef product from conventional, barn-based rearing. Hence, consumers might be interested in reducing their overall consumption of beef and prefer the consumption of high value ethical beef with less frequency. Producers, market actors and policy makers should realize that a high share of consumers, not only smaller target groups, value ethical food and may be ready to change their consumption habits, if they are adequately informed.
