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Consumer’s purchasing intention for lamb meat affected by country of origin, feeding system and meat price: A conjoint study in Spain, France and United Kingdom
Abstract
Food selection and consumption can be affected by different intrinsic and extrinsic cues. In this study, the effect of three extrinsic cues (country of origin, price and feeding system) on consumer’s purchasing decisions making process for lamb meat in three European countries: Spain, France and United Kingdom was investigated, as well as the relative importance of each cue. Four countries were considered for evaluating the effect of the country of origin (local, Argentina, Switzerland and Uruguay), three feeding systems (grain-fed, grass-fed and grain+grass-fed) and different price levels (low, medium and high), which were simultaneously compared. Fifteen profiles combining the different levels for each of the factors considered where those obtained by means of an orthogonal design. These profiles were evaluated by 100, 99 and 92 consumers in Spain, France and United Kingdom, respectively. Moreover, consumers sensory evaluated lamb from four different feeding systems, grain-fed, grass-fed and two mixtures of grain and grass-fed. Conjoint analysis was carried out both for evaluating clusters of consumers in each country and for considering an overall evaluation of all the countries at the same time. In general, the origin of the meat was the most important factor in determining consumer’s purchasing decisions making process, the local one being the most preferred. Uruguayan origin was the least preferred, which indicates that Uruguayan public and private sectors would need to enhance their country and meat image as well as support market promotion and penetration strategies in the European market. For some consumers the feeding system was the most important factor for choosing any particular meat amongst others, being grass-fed animal the most preferred. These results are not in agreement with the consumer’s acceptability studies of lamb meat when taste the meat from different feeding systems in a blind condition (without information), showing a disconfirmation. Lamb meat price has a minor role in determining consumer’s purchasing decisions. However, one segment of consumers, composed mainly by men, considered that the price is the most important factor. These findings showed the importance of studying consumer preferences and their segmentation for developing market promotions, which should have a holistic approach including extrinsic factors in the evaluation of consumer’s purchasing decisions making process.
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“For instance, Font-i-Furnols et al. (2011) concluded on the relevance of the country of origin label and show that consumers tend to prefer beef and lamb of domestically produced.”
From Emerging trends in European food, diets and food industry (2018) · cites this paper as Font-i-Furnols et al., 2011
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Metadata
- Authors
- Font i Furnols, M., Realini, C., Montossi, F., Sañudo, C., Campo, M. M., Oliver, M. A., Nute, G. R., & Guerrero, L.
- Affiliations
- Institute of Agrifood Research and Technology (ES)
- Instituto Nacional de Investigación Agropecuaria (UY)
- Universidad de Zaragoza (ES)
- University of Bristol (GB)
- Venue
- Food Quality and Preference
- Publisher
- Elsevier BV
- Published
- 2011-07
- Volume
- 22
- Issue
- 5
- Pages
- 443-451
- ISSN
- 0950-3293 (ISSN-L)
- OpenAlex
- W2042839375
- Cited by
- 212
- References
- 56
- Citations by year
- 2026: 5 · 2025: 7 · 2024: 6 · 2023: 20 · 2022: 14 · 2021: 26 · 2020: 22 · 2019: 12 · 2018: 19 · 2017: 12 · 2016: 16 · 2015: 15 · 2014: 12 · 2013: 16 · 2012: 8
- FWCI
- 20.29
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Food Quality and Preference (publishedVersion)
- Topics
- Life Sciences › Agricultural and Biological Sciences › Animal Science and Zoology › Meat and Animal Product Quality
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Keywords
- lamb meat, purchase intention, country of origin, feeding systems, meat prices, customer segmentation, external cues, consumer preferences, cross-national comparison
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