The Value of Pork Quality in the Eyes of Consumers with Different Beliefs about Traditionally Raised Pork in Edmonton and in Canada

Abstract

In this research the value of pork chops with different quality attributes were examined for consumers in Edmonton (with real pork, stated purchase experiments) and across Canada (online survey). Value is examined through stated choice experiments with packaged pork chops labeled with production system (traditionally raised and conventional), as Canadian pork and/or as coming from a farm with Canadian Quality Assurance®. In Edmonton, hog carcass, meat and sensory quality of the pork chops used in the experiments were also investigated. In the national survey marbling was varied and is examined in terms of its influence on pork chop choice. Consumers are studied by groups based on their prior beliefs about traditionally raised pork in comparison to conventional pork. The results suggest that consumer prior beliefs affect consumer purchases of pork chops and play an important role in marketing differentiated pork. The certification of production system was found to be important. Public policy implications include the importance of production system verification by credible independent sources, in this case, usually the government.