Consumers' meat safety, quality perceptions influenced by origin

Consumers' meat safety, quality perceptions influenced by origin

University of Arkansas web-based survey finds consumers more likely to trust safety of U.S. meat when compared to other origins

Origin labels on beef, pork and poultry may influence consumer perceptions about meat safety and quality, results of a survey completed by University of Arkansas researchers shows.

Related: Stabenow releases voluntary country-of-origin labeling proposal

Researchers found that consumers preferred meat from the United States when provided only with information about where the animal was born, raised and slaughtered, and not given information about country-specific meat-processing standards.

University of Arkansas web-based survey finds consumers more likely to trust safety of U.S. meat when compared to other origins. (ra3rn/Thinkstock)

"The country-of-origin requirement appears to provide consumers with additional information that has both direct and indirect effects on purchase intentions," said Scot Burton, professor of marketing in the Sam M. Walton College of Business. "The requirement impacts inferred attributes, meaning that meat products from the United States are perceived to be safer, tastier and fresher than meat products from Mexico. Of course, these attributes, in turn, have positive effects on purchase decisions."

What the study found
The researchers used three studies to better understand the effect of country-of-origin labeling on consumer choices. In a pilot study, 50 consumers from the United States participated in a web-based survey.

They were given country of origin only and asked to share their opinions on food safety, taste and freshness of meat and poultry products from 10 countries – Mexico, India, Brazil, New Zealand, Nicaragua, Russia, Thailand, China, the United States and Canada. Participants perceived meat from the United States and Canada to be safer than meat from the other countries.

Related: Consumers aren't willing to pay more for country-of-origin label

In the second study, one group received beef and chicken labeled with the United States as country of origin, and a second group received beef and chicken labeled as originating in Mexico. The participants of this study preferred meat from the United States.


However, the third study revealed that when consumers were told that meat-processing standards in Mexico were similar to those in the United States, purchase intentions for U.S. meat were no longer higher.

Country of origin labeling debate continues
The study comes as Congress considers repealing a law requiring country-of-origin labels on packages of beef, pork and poultry.

Labeling legislation was introduced in the 2002 and 2008 farm bills requiring U.S. retailers to provide born, raised and slaughtered information on certain meat packages.

Debate on the law continues as some beef and livestock groups say it adds unnecessary costs to meat packaging and handling while creating technical trade barriers for key trading partners Canada and Mexico. Other groups supporting the legislation say it provides needed information to consumers.

Related: COOL decision must 'make Canada and Mexico happy'

Canada and Mexico, suggesting that the law discriminates against their producers, have threatened to impose billions of dollars in tariffs on American goods with the World Trade Organization's blessing. In reaction to this, the U.S. House of Representatives recently voted to repeal the law requiring country-of-origin labeling.

Researcher Scot Burton conducted the study with Elizabeth Howlett, professor of marketing, and marketing graduate students Christopher Berry and Amaradri Mukherjee. Their findings were published in the Journal of Retailing.

Source: University of Arkansas

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