Consumer Attitude to Beef Quality Labeling and Associations with Beef Quality Labels

This study investigates consumer attitudes to and associations with quality labels for beef. Beef quality 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 in Europe. The objective of this paper is to add insights to the discussion about the potential role of quality labels in meat marketing, based on empirical research in Belgium. The research methodology focuses on consumer surveys with two representative samples: 157 respondents in 1996 and 303 respondents in 1998. Significant differences in consumer attitude towards and associations and beliefs with beef quality labels across time and across age, gender, education level, buyer status and claimed television impact are discovered. The research indicates that quality labels are a valuable and promising part of 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 aiming at correctly informing consumers.