engleski

What matters when buying fresh meat? A Croatian case study

In order to examine the importance of extrinsic attributes of fresh meat for Croatian consumers, a survey was conducted with 161 meat buyers. The study results showed that consumers perceived origin (or producer) as the most relevant extrinsic attribute followed by declarations, certificates and price. The way of production and animal welfare were the least important. Respondents’ sociodemographic characteristics influence perceived importance of extrinsic meat attributes, with women and older consumers placing higher importance to the majority of examined attributes. Results of this research give insight to fresh meat producers and distributers into consumers behaviour and attitudes that could be used to define their future marketing strategies

food; fresh meat; extrinsic attributes; consumer choice; Croatia

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