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 crosscountry 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. (Grunert, Sonntag, Glanz-Chanos, & Forum, 2018). Consumers' food-related lifestyles may affect purchasing cues of meat. Convenience-oriented consumers dislike food shopping, display less enjoyment in meal preparation, have fewer cooking skills, are accustomed to eating alone, and breaking down meals, whereas consumers that produce (or prosumers) receive utility in cooking (Casini et al., 2019). These consumer segments expressed differences in WTP for saving time in cooking, but little research is carried out to assess the effects of consumer culinary skills on purchasing cues of niche pork