Meat consumption and higher prices

Abstract

Purpose The purpose of this paper is to evaluate if sudden retail price increases for beef products have affected consumers purchasing behaviors. Little research has been conducted that integrates retail price volatility with subdued food consumption motivations. Prior research about consumers’ meat-purchasing habits and systemic concerns linked to sustainability and animal welfare is limited or de-contextualized. This study also attempts to assess if retail price increases have triggered a change in perception of the meat industry, by looking at specific values related to animal protein production and consumption. Design/methodology/approach This study is based on an inductive, quantitative analysis of primary data obtained from a survey on beef consumption. For convenience and validity, all respondents had to be living in Canada for 12 months, and were at least 18 years old. The choice of country is not trivial. First, access to data were convenient for this study. Second, and most importantly, Canada has supply managed commodities that include poultry and chicken. In effect, Canada produces the amount of chicken it needs. Beef production is vulnerable to market volatility. As a result, demand-focussed market conditions for one often influence conditions for the other. Findings Findings indicate that higher prices have compelled 37.9 percent of the sample to reduce or to stop beef consumption altogether in the last 12 months. Beyond the issue of price, sustainability, food safety and health appear to be significant factors, more so than ethics (animal welfare). Results also show that education can be considered as a determinant for sustainable aspects of beef production when prices increase. Age and gender had no statistical significance on survey results. Some limitations are presented and future research paths are suggested. Research limitations/implications Since the sample in this study was mainly composed of consumers based in Canada, the generalizations of the findings should be approached with some caution. The same research should be conducted with consumers from other parts of the Western world to verify if the results can be generalized. Practical implications This survey help the authors to understand some aspects of beef consumption at retail. Findings of this empirical study have implications for future communications to consumers, in that greater emphasis should be given to the connection consumers have with other nutritional alternatives. Since meat consumption in the Western world is intrinsically linked to culinary traditions, behaviors can be challenging to change. Social implications The economic implications of a rapid adoption of a plant-based diet for the agricultural economy would be significant. However, the reality is that according to many studies of consumer behavior, customers still place a higher value on buying and eating meat than on any other food group. Canada’s relationship with animal proteins has deep cultural roots, particularly during holidays and summertime. Originality/value The present study has given important insights into the determinants of meat consumption reduction, a behavior which could both have long-term economic implications for the cattle and beef industries. This paper provides a deeper insight into some socio-economic factors that contribute to slow erosion of meat consumption reduction, and the effects of higher prices at retail. This is, as far as the authors know, likely the first study of its kind.

Grocery Experience Survey: A Canadian Perspective on Service, Product and Management Specifies

“…Inspired by the principle applicant's recent theoretical work on food consumption habits (Charlebois, McCormick and Juhasz, 2016;Charlebois et al, 2017), we probed respondents on determinants consistent with a proposed conceptual model (Figure 1). Three layers of food retailing specificity are explored.…”

“…Given the change in the role of women in our economy, for example, men grocery shop more often which warrants a different approach (Mortimer and Clarke, 2011). Also, ethnic groups and aboriginal communities have reportedly felt disenfranchised over the years as food selection has not always reflected their communities' diversity (Charlebois and Camp II, 2007;Charlebois, McCormick and Juhasz, 2016;Howard, 2017). Furthermore, it is known that residents of rural areas may have limited access to healthy foods, which leads to higher incidence of diet related health issues, and that smaller grocers in rural areas experience challenges in maintaining fresh produce and other healthy foods available for customers (Le Vallé e and Charlebois, 2015; Bardenhagen et al, 2017).…”

Perceptions and Plans of Canadian Food and Beverage Businesses Regarding Cannabis as a Food Ingredient

“…From the bottom of Maslow"s model upwards: Basic needs are physiological and safety based; Psychological needs include affiliation, love, and esteem; Self-actualization needs (the highest order in Maslow"s hierarchy), which are unlikely to play a large role for groups of stakeholders in this discussion, yet may become powerful motivation once other needs are met. Further consultations and dialogue on stakeholder concerns may enable them to be addressed concurrently (Charlebois, McCormick, & Juhasz, 2016). This survey assesses both the risks and plans that food and drink manufacturers may perceive in a market in which a formerly-illicit product becomes readily available for general public consumption.…”

Pre-Shopping Habits and Consumer Vulnerability in Food Retailing

“…In addition, conventional and non-durable groceries have a relatively high price elasticity (Bunte et al, 2010;Marian et al, 2014). Hence, consumers can easily react to changes in discretionary income and increased prices (Ma et al, 2011;Charlebois, McCormick and Juhasz, 2016). A study by Somervuori & Ravaja, (2014) was one of the few previous studies that examined how shopping behaviours change in response to fluctuating food prices, as opposed to reduced income.…”