Pathways to increase consumer trust in meat as a safe and wholesome food

Abstract

This paper focuses on the effect of information about meat safety and wholesomeness on consumer trust based on several studies with data collected in Belgium. The research is grounded in the observation that despite the abundant rise of information through labelling, traceability systems and quality assurance schemes, the effect on consumer trust in meat as a safe and wholesome product is only limited. The overload and complexity of information on food products results in misunderstanding and misinterpretation. Functional traceability attributes such as organisational efficiency and chain monitoring are considered to be highly important but not as a basis for market segmentation. However, process traceability attributes such as origin and production method are of interest for particular market segments as a response to meat quality concerns. Quality assurance schemes and associated labels have a poor impact on consumers' perception. It is argued that the high interest of retailers in such schemes is driven by procurement management efficiency rather than safety or overall quality. Future research could concentrate on the distribution of costs and benefits associated with meat quality initiatives among the chain participants.

Consumer’s stated trust in the food industry and meat purchases

“…A three segment model was derived, which reflected a good trade-off between model fit and parsimony. The three segment model was also in line with McCarthy and Henson (2005) and Gellynck et al (2006) who also identified three segments. To derive the segments, a finite-mixture model was estimated.…”

Consumer Preferences for Traceable Fruit and Vegetables and Their Influencing Factor in Indonesia

“…Safety and quality were also relatively important with food safety clearly an important consideration for consumers when buying meat. Meanwhile, Gellynck et al [28] investigated which attributes of traceability for Belgian consumers are the most important. They distinguished between functional and process attributes.…”

Values, trust and science – building trust in today's food system in an era of radical transparency

“…These experiences in Europe offer lessons on, for instance, the importance of open communication and transparency. As a result of these experiences, the provision of information and the development of quality assurance programs do not increase consumer confidence in such arenas as meat safety and animal welfare (Gellynck et al, 2006). It is recognized that consumer trust is based on both objective rational information together with subjective or emotional inputs (Gellynck et al, 2006).…”

“…As a result of these experiences, the provision of information and the development of quality assurance programs do not increase consumer confidence in such arenas as meat safety and animal welfare (Gellynck et al, 2006). It is recognized that consumer trust is based on both objective rational information together with subjective or emotional inputs (Gellynck et al, 2006). Again, the critical focus needs to be on trust: for example, challenges to Danish-British bacon supply chain were addressed successfully by trust-based marketing meeting consumer expectations of safe bacon from production systems that "are environmentally friendly and conform to animal welfare" (Lindgreen, 2003).…”