Consumer versus Producer Expectations and Motivations Related to “Superior” Quality Meat

Abstract

This paper reports findings from an exploratory study on consumer and producer expectations of “superior” quality fresh meat in Belgium. The aim of the study is to investigate how Belgian consumers perceive “superior” quality and to confront consumer expectations with the producer's motivation to supply “superior” quality meat. In the first phase consumer and producer beliefs, as well as attitude and behaviour towards the quality of fresh meat were established. In the second phase consumer motivation to buy “superior” meat, and the motivation of producers to engage in the production of “superior” quality meat, were investigated. The insights from this exploratory research yield hypotheses about differences and potential conflicts in consumer's and producer's view on “superior” quality meat. The main potential source of conflicts pertains to price expectations. Ultimately, the findings of consumers and producers are to be confronted in order to obtain an integrated vision on “superior” quality meat.

Key Words:

• Meat
• quality
• consumer
• producer