Trade-offs between consumer concerns: An application for pork supply chains

Abstract

Abstract This paper studies, by means of customized conjoint analysis, the trade-offs that Dutch consumers make between multiple pork-production attributes, and their relation to consumer concerns. Results show that attributes that deal with animal welfare and food safety are on average perceived as the most important pork-production attributes. Not surprisingly, they are less important than the product attributes taste and price. Still, a number of market segments can be identified in which taste and price are relatively less important. Results support the implementation of differentiated chain designs with distinct and innovative decisions on trade-offs to be made, such as with respect to the housing of pigs and the use of genetic modification. Keywords: Consumer preferencescustomized conjoint analysismarket segmentationpork productionwillingness to pay Acknowledgments The research presented in this paper is part of the "Green Piggery" project of Wageningen University and Institute Nationale de Recherche Agronomique (INRA). Notes The written version of the complete survey can be obtained through contacting the authors.