Perceived quality in organic and conventional pork markets in Germany

Food choice and consumption are based on perceived product quality, consumer attitudes, socio-demographics as well as economic factors. This article analyzes the impact of quality characteristics, attitudes, and socio-demographics on consumption of organic and conventional pork. Data come from a German consumer survey. A bivariate ordered probit model is used to test the role of quality perception in explaining choice over organic versus conventional pork. Clear differences in consumers’ use of certain quality characteristics emerge as consumers perceive and evaluate conventional and organic fresh pork. Product appearance, perceived food safety, and production method are especially important characteristics. An increased consumption of conventional pork decreases the likelihood of consuming organic pork and vice versa.