Gellynck Xavier, Verbeke Wim, Vermeire Bert
Ghent University, Faculty of Bioscience Engineering, Department of Agricultural Economics, Coupure links 653, 9000 Gent, Belgium.
Meat Sci. 2006 Sep;74(1):161-71. doi: 10.1016/j.meatsci.2006.04.013. Epub 2006 May 4.
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.
本文基于在比利时收集的数据进行的多项研究，重点关注肉类安全与卫生信息对消费者信任的影响。该研究基于这样的观察结果：尽管通过标签、可追溯系统和质量保证计划提供的信息大量增加，但对消费者将肉类视为安全卫生产品的信任的影响却很有限。食品产品信息的过载和复杂性导致误解和错误解读。诸如组织效率和链条监控等功能性可追溯属性被认为非常重要，但不是市场细分的基础。然而，诸如产地和生产方法等过程可追溯属性对于特定市场细分来说是有意义的，以回应肉类质量问题。质量保证计划及相关标签对消费者认知的影响不佳。有人认为，零售商对这类计划的高度兴趣是由采购管理效率驱动的，而非安全或整体质量。未来的研究可以集中在肉类质量倡议相关的成本和收益在链条参与者之间的分配上。
