Consumer interest in information cues denoting quality, traceability and origin: An application of ordered probit models to beef labels

Abstract

The objective of this paper is, first, to determine which information cues on beef labels really attract consumer interest, specified as the level of perceived importance attached to and attention paid to label cues. The focus is (1) on indications of quality through a quality label and quality guarantee, (2) on indications referring to the mandatory European beef labelling regulation and traceability system, and (3) on indications reflecting country-of-origin. The second objective is to assess the impact of a campaign aiming at informing consumers about beef traceability, and at raising consumer interest in beef quality, traceability and origin. Data were collected from a sample of 278 beef consumers in Belgium. Ordered probit models were specified and estimated to assess the impact of individual characteristics and the beef labelling information campaign. Findings reveal that consumer interest is generally low for traceability, moderate for origin and high for direct indications of quality like a quality guarantee seal or expiration date. Interest in label cues is specifically low among younger males. Further, the information campaign had a measurable positive impact on consumer attention paid to direct indications of quality and country-of-origin. Strategies including traceability for backing up on-label indications of quality and origin, rather than providing consumers with detailed traceability information on-label, are recommended.