Credence cues of pork are more important than consumers' culinary skills to boost their purchasing intention

Abstract

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

Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork

“…It is also a crucial factor in consumer selection of meat products [23]. Studies have indicated that consumers prefer processed meat products because of their preparation convenience [8,11]. In addition, the packaging, preservation, market type, and sales environment of pork products are closely related to the international trade of these products [55].…”

“…More than 50% of pork worldwide is produced and consumed in Asia [7]. Most studies on pork consumption have focused on Europe, Africa, and the United States [8][9][10][11], with research on pork consumption in Asia lacking. Factors that affect consumers' behaviour and preferences vary depending on cultural background and local customs [12,13].…”

Life Cycle Assessment of Iberian Traditional Pig Production System in Spain

“…Extensive production and the use of natural resources by Iberian pigs in dehesa generate high quality foods, mainly dry-cured meat products [17]. Consumer's perception of this livestock production system (pigs raised outdoors) is positive when compared to conventional systems [18]. The use of natural resources may be exclusive (montanera) or partial (cebo campo) during the fattening period.…”

The Effect of Consumer Involvement in Light Lamb Meat on Behavior, Sensory Perception, and Health-Related Concerns

“…In 2017, the price of light lamb in Spain was 10.9 €/kg, while the prices of chicken and pork were 4.1 and 5.9 €/kg, respectively [8]. However, Argemí-Armengol et al (2019) reported that credence cues claiming health issues influenced their willingness to pay for pork rather than consumers’ culinary skills [9]. The differentiation of lamb meat through consumer-led development and the further segmentation of markets is often pointed out as a relevant strategy to increase the consumption of light lamb meat [10].…”