文章基本信息

标题：Consumer Profile and Product Knowledge Affect the Usefulness of a Quality Label as a Tool to Differentiate a Product: A Chilean Survey
本地全文：下载
作者：Begoña Panea ; Ignacio Subiabre ; Andrea Haudorf 等
期刊名称：Foods
电子版ISSN：2304-8158
出版年度：2021
卷号：10
期号：7
页码：1482
DOI：10.3390/foods10071482
出版社：MDPI Publishing
摘要：Quality labels are useful tools to differentiate food products, but only if consumers recognise them and associate them with specific characteristics. An online survey was conducted to investigate whether Chilean consumers knew about Novillo de Osorno, for which a quality label is being developed. The survey was divided into five blocks: lifestyles, meat consumption and purchase habits, meat choice behaviour, knowledge about Novillo de Osorno, and consumers’ socio-demographic information. The place of residence and consumer gender, age, or income were important cues in defining consumers’ lifestyles, meat consumption and purchase habits. Respondents could be grouped into three main groups: 1. Younger people: urban with medium-high incomes, which search only for pleasure; 2. Foodies uninvolved and Females uninvolved: females with the highest income level that chose food for nutritional reasons; and 3. Traditional people: men older than 55 with low incomes, living in the Northern areas and interested in taste and in the meat’s origin. Nearly 60% of respondents had never heard about Novillo de Osorno. Hence, the supply chain has an opportunity to extend the market. Since price and confidence in the origin are important cues, they must be considered in the design of promotion strategies.
关键词：meat; consumer; quality label; perception; online survey meat ; consumer ; quality label ; perception ; online survey