Consumers' relative preferences for meat attributes and the impact of carbon footprint information on consumer choice

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Koistinen, Laura 2011-11-14T11:23:49Z 2011-11-14T11:23:49Z 2010
dc.description.abstract Growing concern over environmental impacts and other credence characteristics of food has resulted in increasing interest in the production methods and other attributes of meat products. According to previous studies especially food safety, domestic origin, organic production and animal welfare have been requested attributes of meat products. Several studies have highlighted the importance of allowing for consumer heterogeneity, but to the best of my knowledge there has been no research on the impact of the carbon footprint information on the choice of a meat product. The aim of this thesis is to provide information on relative preferences of consumers for minced meat attributes, i.e. the product features that give them the greatest added value. To that end, the study examines whether the meat type (beef, pork, pork-beef), the method of production (conventional, organic, animal welfare-oriented and product safety and health-oriented production), the fat content of the product or the carbon footprint information have an impact on consumers’ choice of minced meat and whether these attributes have interaction effects on the choice. In addition, the heterogeneity of consumer preferences is assessed, in order to define possible consumer groups and to profile them based on their socio-demographic background and attitudes. Finally, this study produces relative willingness to pay estimates for particular products of interest in general and separately for the heterogeneous consumer classes. The consumer preferences for minced meat attributes were measured through a choice experiment. The data were gathered with an online survey from 1623 consumers representative of Finnish Internet users. The choices were modelled using the conditional logit model and to allow for consumer heterogeneity the latent class model was used. A low fat percentage was found to have generally a particularly positive effect on the choice of minced meat product. Among the methods of production, organic production had a larger positive effect on the choice compared to animal welfare-oriented as well as product safety and health-oriented production. Minced beef meat was preferred over both pork and mixed beef and pork meat. The carbon footprint had an impact on the meat type-specific consumer preferences: beef products have a larger carbon footprint than pork products and consequently their popularity decreased when the footprint information was presented to the consumers. Six heterogeneous consumer classes were identified from the data: price-conscious consumers (23% of the respondents), fat content-conscious (20%), concerned (17%), indifferent (17%) and beef-preferring consumers (13%), and finally a segment having highly positive preferences for responsible production methods (11%). The consumers were generally willing to pay more for a low fat content, but the relative willingness to pay estimates were largely dependent on the heterogeneous consumer groups. Consumer willingness to pay for carbon footprint information was not especially high, but the matter should be further examined in order to draw decisive conclusions. en
dc.format.extent 109
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Consumers' relative preferences for meat attributes and the impact of carbon footprint information on consumer choice en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Economics en
dc.contributor.department Department of Economics en
dc.contributor.department Kansantaloustieteen laitos fi
dc.subject.keyword consumer preferences
dc.subject.keyword choice experiment
dc.subject.keyword meat
dc.subject.keyword willingness to pay
dc.subject.keyword latent class analysis
dc.identifier.urn URN:NBN:fi:aalto-201111181538
dc.type.dcmitype text en
dc.programme.major Economics en
dc.programme.major Kansantaloustiede fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon kansantaloustiede
dc.subject.helecon economics
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon elintarviketeollisuus
dc.subject.helecon food industry
dc.subject.helecon ruoka
dc.subject.helecon food
dc.subject.helecon liha
dc.subject.helecon meat
dc.subject.helecon laatu
dc.subject.helecon quality
dc.subject.helecon arviointi
dc.subject.helecon evaluation
dc.subject.helecon mittarit
dc.subject.helecon ratings
dc.ethesisid 12494 2010-12-20
dc.location P1 I

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