Advisor(s)
Abstract(s)
The role of consumers' culinary skills on purchasing cues of pork, with emphasis on niche demands (outdoor
husbandry and/or certified organic), was assessed in cross-country regions of Spain (Catalonia and Aragon) and
Portugal (North). A sample of 974 respondents answered an on-line survey with questions regarding consumer
purchasing habits, product involvement and intrinsic and credence attributes. They also chose between two
contrasting boneless pork loins and express willingness to pay (WTP) for different product scenarios with different
pig farm facilities and for organic pork standards. Two optimal segments were identified based on foodrelated
habits: ‘uninvolved’ and ‘innovative cook lovers’, both similarly balanced across socio-demographics,
score for credence attributes or consumer involvement dimensions. Overall mean WTP premium across countries
was 11.8% for marbled pork, 20.0% for outdoor pork and 24.3% for organic logo stamp. Credence cues of pork
claiming health issues (absence of antibiotics and hormone residues) rather than consumers' culinary skills
defined the WTP for niche pork in these regions.
Description
Keywords
Consumer decision-making Convenience Involvement Pig meat Portugal Spain
Pedagogical Context
Citation
Argemí-Armengol, I.; Villalba, D.; Ripoll, G.; Teixeira, A.; Álvarez-Rodríguez, J. (2019). Credence cues of pork are more important than consumers' culinary skills to boost their purchasing intention. Meat Science. ISSN 0309-1740. 154, p. 11-21