“…Van Wezemael, Verbeke, de Barcellos, Scholderer, and Perez‐Cueto (2010) also reported that European consumers considered label, brand, freshness, and leanness of beef as cues to indicate quality to purchase, whereas safety in Ghana and hygiene in Rwanda were purchasing attributes in purchasing meat products (Niyonzima et al., 2017; Owusu‐Sekyere, Owusu, & Jordaan, 2014). However, most of the studies on consumers’ preferences for meat products focus on developed countries (Tonsor et al., 2005; Reicks et al., 2011; Schumacher, Schroeder, & Tonsor, 2012; Zimmerman et al., 2012; Hung, de Kok, & Verbeke, 2016; Shan et al., 2017). Only a few studies focus on the African context where food quality and malnutrition remain huge challenges (Niyonzima et al., 2017; Owusu‐Sekyere et al., 2014).…”