Consumer behaviour

A survey was conducted in Q-PorkChains to assess consumer behaviour towards pig production and pork consumption in seven countries (Greece, Denmark, Belgium, Germany, Poland, Brazil and China).

 

Approximately 480 people per country were included in the study and the aim of the study was to investigate consumer behavior in relation to pork consumption and to map peoples' attitude towards pig production systems. In addition, to investigate whether these attitudes associate with pork consumption.

 

The mapping of consumer behavior should ultimately lead to development of new tools for the development and marketing of pork-based products.

 

Conclusions from consumer study European citizens’ attitude to pig production is dominated by considerations on housing and environmental impact For about half of respondents, attitudes were weak The other half consists of animal welfare conscious, small scale farming supporters, and intensive farming supporters Attitude to pig production is only weakly related to consumption, but people with weak attitudes eat somewhat more pork Attitudes to pig production are culturally embedded – for example, Brazilians like slatted floors and Chinese like big farms