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European Consumer Acceptance of Safety - Improving Interventions in the Beef Chain

Food Control, Vol. 22, No. 11, pp. 1776-1784, 2011

Posted: 25 Jul 2011  

Lynn Van Wezemael

Ghent University-Universiteit Gent

Wim Verbeke

Ghent University - Department of Agricultural Economics

Jens Oliver Kügler

Independent

Joachim Scholderer

Arhus University; University of Zurich

Date Written: 2011

Abstract

While safety interventions are applied on different stages of the beef chain, consumer acceptance remains largely uninvestigated and undiscussed though often taken for granted. In this study, European consumer acceptance of beef safety-enhancing interventions was investigated at three key stages of the beef chain: primary production (adjusting cattle feed), slaughtering (decontaminating cattle hides) and processing (applying treatments). This paper presents original findings from a quantitative study with beef consumers (n = 2520) from five European countries (France, Germany, Poland, Spain and the United Kingdom). Acceptance levels differ between countries and consumer segments, and between stages of application, processes, and level of information detail provided. Higher a priori confidence in beef and beef products, as well as higher risk perception were associated with increased acceptance of safety-improving interventions. More detailed descriptions of the processes or technologies involved in the interventions, on the other hand, led to lower acceptance. As a result, it is unlikely that one standard way of communicating about beef safety improvements will be most successful.

Keywords: beef, consumer, safety, technology, information

Suggested Citation

Van Wezemael, Lynn and Verbeke, Wim and Kügler, Jens Oliver and Scholderer, Joachim, European Consumer Acceptance of Safety - Improving Interventions in the Beef Chain (2011). Food Control, Vol. 22, No. 11, pp. 1776-1784, 2011. Available at SSRN: https://ssrn.com/abstract=1894648

Lynn Van Wezemael (Contact Author)

Ghent University-Universiteit Gent ( email )

Coupure Links 653
Gent, 9000
Belgium

Wim Verbeke

Ghent University - Department of Agricultural Economics ( email )

Coupure Links 653
Gent, 9000
Belgium

Jens Oliver Kügler

Independent ( email )

No Address Available

Joachim Scholderer

Arhus University ( email )

Department of Economics and Business Economics
Fuglesangs Allé 4
Århus V, 8210
Denmark
+45 871 65019 (Phone)

HOME PAGE: http://person.au.dk/js@econ.au.dk

University of Zurich ( email )

CCRS
Zähringerstrasse 24
Zurich, 8001
Switzerland
+41 44 634 40 61 (Phone)

HOME PAGE: http://www.ccrs.uzh.ch

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