Consumer Value of Traceability: Opportunities for Market Orientation in Meat Supply Chains

Xavier Gellynck; Wim Verbeke; Jacques Viaene

Consumer Value of Traceability: Opportunities for Market Orientation in Meat Supply Chains

In: Paradoxes in Food Chains and Networks

Authors:

Xavier Gellynck

Xavier Gellynck Ghent University Department of Agricultural Economics Division Agro-Marketing Coupure links 653 B-9000 Gent Belgium Tel. (32-9) 264 59 44 Fax (32-9) 264 62 46 E-mail: xavier.gellynck@rug.ac.be, wim.verbeke@rug.ac.be, jacques.viaene@rug.ac.be

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Wim Verbeke

Wim Verbeke Ghent University Department of Agricultural Economics Division Agro-Marketing Coupure links 653 B-9000 Gent Belgium Tel. (32-9) 264 59 44 Fax (32-9) 264 62 46 E-mail: xavier.gellynck@rug.ac.be, wim.verbeke@rug.ac.be, jacques.viaene@rug.ac.be

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, and

Jacques Viaene

Jacques Viaene Ghent University Department of Agricultural Economics Division Agro-Marketing Coupure links 653 B-9000 Gent Belgium Tel. (32-9) 264 59 44 Fax (32-9) 264 62 46 E-mail: xavier.gellynck@rug.ac.be, wim.verbeke@rug.ac.be, jacques.viaene@rug.ac.be

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Type:: Chapter

Pages:: 215–228

DOI:: https://doi.org/10.3920/9789086865079_021

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Despite growing interest in meat traceability systems and recognition of the need to act more market oriented, very little research has been done on consumer needs and perception of traceability. This gap is partly filled by the present study of consumer perception of meat traceability in Belgium, based on cross-sectional data collected in June 2001. Respondents are segmented based on their subjective perception of meat quality; and differences in the perceived need for traceability systems between the various segments are investigated. Functional traceability attributes, such as organisational efficiency, chain monitoring and individual responsibility, are important to all consumers. Extensions with respect to process attributes, such as production methods, are less relevant to the general population, being only of interest to specific market segments, i.e. consumers with a more negative perception of meat quality and lower consumption levels. In conclusion, it is recommended that public policy focus on the level of functional traceability attributes, and extensions with respect to process attributes be left to private initiatives, which focus on specific market segments.

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Paradoxes in Food Chains and Networks

E-Book ISBN:: 9789086865079

Publisher:: Wageningen Academic

Print Publication Date:: 10 Oct 2002

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- Life Sciences

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Consumer Value of Traceability: Opportunities for Market Orientation in Meat Supply Chains

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Paradoxes in Food Chains and Networks

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