Labelling of beef: a consumer perspective based on empirical research
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This study investigates consumer attitude to and associations with beef quality labels .. Labels were introduced as part of
the marketing response strategy by the beef industry aiming at restoring the declining beef image and regaining
consumer confidence. The objective of this paper is to add insights and empirical evidence to the discussion about the
potential role of quality labels in meat marketing. The research methodology focuses on consumer surveys with two
comparable samples : 157 respondents in 1996 and 303 respondents in 1998. Significant differences in consumer
attitude toward and associations and beliefs with beef quality labels across time and across buyer status and claimed
attention to television are discovered. The research indicates that quality labels are a valuable tool in response strategies
by the beef sector to negative media coverage. Important hurdles to overcome include establishing a waterproof
traceability and control system, as well as setting up effective marketing communication.