Consumer perceptions of beef healthiness: results from a qualitative study in four European countries

<p>Abstract</p> <p>Background</p> <p>Consumer perception of the healthiness of beef is an important determinant of beef consumption. However, little is known about how consumers perceive the healthiness of beef. The aim of this study is to shed light on the associations between beef and health.</p> <p>Methods</p> <p>Eight focus group discussions were conducted in four European countries (France, UK, Germany, Spain), each consisting of seven to nine participants. A content analysis was performed on the transcripts of these discussions.</p> <p>Results</p> <p>Although beef was generally perceived as healthful, focus group participants expected positive as well as negative effects of beef consumption on their health. Labelled, branded, fresh and lean beef were perceived as signalling healthful beef, in contrast with further processed and packaged beef. Consumers felt that their individual choices could make a difference with respect to the healthiness of beef consumed. Focus group participants were not in favour of improving beef healthiness during processing, but rather focussed on appropriate consumption behaviour and preparation methods.</p> <p>Conclusions</p> <p>The individual responsibility for health implies that consumers should be able to make correct judgements about how healthful their food is. However, the results of this study indicate that an accurate assessment of beef healthiness is not always straightforward. The presented results on consumer perceptions of beef healthiness provide insights into consumer decision making processes, which are important for the innovation and product differentiation in the European beef sector, as well as for public health policy decisions related to meat consumption in general and beef consumption in particular.</p

Can information affect sensory perceptions? Evidence from a survey on Italian organic food consumers

This paper aims to investigate the influence of information on consumers’ preferences and sensory perceptions of organic food using a sample of 301 Italian organic food consumers. Consumers stated their preferences for “core organic” attributes, labels and information on food products and performed blind and informed tests on strawberry yoghurts and cookies. Data were analysed using descriptive analysis, Mann-Whitney U tests and Wilcoxon signed-rank test. Results revealed that consumers appreciate “core organic” attributes, like artisanal production and variability of sensory attributes. Comparing blind and informed tests, results showed that information affects the overall liking of products and consumers’ perception of product-specific sensory attributes. However, the influence of information on sensory perceptions depends on the product category, sensory attributes and the type of information provided

The role of familiarity in front-of-pack label evaluation and use: A comparison between the United Kingdom and The Netherlands

Three labeling schemes - signpost logos, multiple traffic light (MTL) labels, and labels communicating guideline daily amounts (GDA) - dominate the debate on front-of-pack nutrition labeling used to assist consumers in making informed food choices. Although the performance of these labeling schemes has been studied extensively, this has mainly been done with a focus on single labeling schemes within single countries where these labels have already a foothold in the market place. Such a priori familiarity raises issues regarding the generalization of results to other contexts and countries. The present study compares consumer evaluation of nutrition labeling schemes, product choices, and inferred product healthfulness across two markets (UK and the Netherlands) with different front-of-pack labeling histories. Results show that familiarity with the labeling scheme affects self-reported evaluations and usage intentions, but that all labeling schemes are equally effective in stimulating healthful choices. The study further shows evidence that all labels increase the perceived healthfulness of more healthful options and that only MTL and GDA reduce healthfulness perceptions of the less healthful options within an assortment. These results are a first step in further elucidating the underlying cognitive processes involved in consumer evaluation and use of front-of-pack nutrition labeling. © 2012 Elsevier Ltd

Improving attribute-importance measurement; A reference-point approach

Despite the importance of identifying the hierarchy of product attributes that drive judgment and choice, the many available methods remain limited regarding their convergent validity and test-retest reliability. To increase the validity and reliability of attribute-importance measurement, we focus on the central antecedent of the importance of product attributes in judgment and choice: consumers' valuation curve of an attribute - the idiosyncratic valuation of an attribute at different attribute levels relative to consumers' reference points. We propose two new attribute-importance measures that reflect the determinance and the relevance of an attribute respectively, and show that accounting for the effects of reference points increases the predictive validity of attribute-determinance measures

Understanding consumer acceptance of intervention strategies for healthy food choices: a qualitative study

Background: The increasing prevalence of overweight and obesity poses a major threat to public health. Intervention strategies for healthy food choices potentially reduce obesity rates. Reviews of the effectiveness of interventions, however, show mixed results. To maximise effectiveness, interventions need to be accepted by consumers. The aim of the present study is to explore consumer acceptance of intervention strategies for low-calorie food choices. Beliefs that are associated with consumer acceptance are identified. Methods: Data was collected in the Netherlands in 8 semi-structured interviews and 4 focus group discussions (N = 39). Nine archetypical strategies representing educational, marketing and legal interventions served as reference points. Verbatim transcriptions were coded inductively as well as deductively with the framework approach. Results: We found that three beliefs are related to consumer acceptance: 1) general beliefs regarding obesity, such as who is responsible for food choice; 2) the perceived effectiveness of interventions; and 3) the perceived fairness of interventions. Furthermore, the different aspects underlying these general and intervention-specific beliefs were identified. Conclusions: General and intervention-specific beliefs are associated with consumer acceptance of interventions for low-calorie food choices. Policymakers in the food domain can use the findings to negotiate the development of interventions and to assess the feasibility of interventions. With respect to future research, we recommend that segments of consumers based on acceptance of intervention strategies are identified