A synthesis of consumer behaviour and chain design

Miranda P.M. Meuwissen; Ivo A. van der Lans; Ruud B.M. Huirne

A synthesis of consumer behaviour and chain design

In: Dynamics in chains and networks

Authors:

Miranda P.M. Meuwissen

Miranda P.M. Meuwissen ¹Institute for Risk Management in Agriculture, Wageningen University, Hollandseweg 1, 6706 KN Wageningen, The Netherlands

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Ivo A. van der Lans

Ivo A. van der Lans ²Marketing and Consumer Behaviour Group, Wageningen University, The Netherlands

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, and

Ruud B.M. Huirne

Ruud B.M. Huirne ¹Institute for Risk Management in Agriculture, Wageningen University, Hollandseweg 1, 6706 KN Wageningen, The Netherlands
³Business Economics, Wageningen University, The Netherlands

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Type:: Chapter

Pages:: 310–317

DOI:: https://doi.org/10.3920/9789086865260_037

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Based on consumer evaluations of multiple pork chain attributes, this paper shows that the taste of pork and its price are on average perceived as the most important attributes. We however identify various segments in which priorities are set rather differently such as on animal housing and production-related aspects of food safety. Segments, in total 6, are classified as: Environmentalists, Ecologists, Animal friends, Health-concerned, Unpronounced and Economists. Identified segments have important implications for pork production in the Netherlands, as none of the related chain designs fully converges to currently existing pork supply chains.

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Dynamics in chains and networks

E-Book ISBN:: 9789086865260

Publisher:: Wageningen Academic

Print Publication Date:: 10 Oct 2004

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- Life Sciences

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A synthesis of consumer behaviour and chain design

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Dynamics in chains and networks

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