Consumer Interest in Meat Labelled Attributes: Who Cares?

The aim of the study is to better understand consumer attitudes about meat origin, cattle breeding and feeding systems. We analysed the determinants that lead consumers to use labelled information contained on fresh beef and processed beef products. Information was gathered by telephone using a questionnaire survey conducted in the northern Italy. The survey sampled nearly 1000 consumers. Four binary logit models were used to investigate consumers’ use of specific labelled information using a set of variables to identify the primary determinants. Results showed that the use of different types of labelled meat-information is affected by the variables related to socio-demographics, product quality, safety perception, and consumer food knowledge