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Beyond Price and Quality Understanding Credence Attributes of Food Products in Victoria’s priority markets

Beyond Price and Quality Understanding Credence Attributes of Food Products in Victoria’s priority markets. February 2005. Project Description. A market driven approach to evaluating the importance of credence attributes in priority markets for the Victorian agri-food sector. Key Objective.

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Beyond Price and Quality Understanding Credence Attributes of Food Products in Victoria’s priority markets

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  1. Beyond Price and Quality Understanding Credence Attributes of Food Products in Victoria’s priority markets February 2005

  2. Project Description A market driven approach to evaluating theimportance of credence attributes in priority markets for the Victorian agri-food sector. Key Objective • To analyse market preferences for green, ethical, clean, kind, safe food and communicate information to government policy makers, regulators and industry.

  3. Project Scope • Food Safety • Clean Food • Green Food • Animal Welfare • Ethical Food

  4. Approach • Desktop research & consultation to identify issues • Identification of priority markets • 280 structured interviews • 21 international markets incl. Australia • Report and dissemination of results

  5. Respondents by MARKET

  6. Respondents by SECTOR

  7. Importance of 5 attributes (ranked as being of High or Very High Importance)

  8. Key messages • Price and Quality remain key drivers • Food Safety most important of the 5 factors • Clean Food also important • Ethical issues of moderate importance • Animal Welfare and Green issues ranked lower • Higher importance where factors impact directly • Interest groups and media can raise importance • Definitions vary, esp. for clean and green • Disconnect between what consumers say and do • Positive image of Australia • Positive reaction to this research

  9. Animal Welfare • General ‘concern’ for welfare of animals, however.. • Low priority to consumers when purchasing food • Higher importance when related to quality/health • Most visible in egg & poultry industries

  10. Importance of Animal Welfare to food consumers in Victoria’s priority markets

  11. Importance of Animal Welfare to organisations

  12. General public concern for the welfare of animals

  13. Importance of animal housing conditions to consumers

  14. Importance of animal transport & handling to consumers

  15. Importance of live animal shipping to consumers

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