Consumer-Perceived Quality in 'Traditional' Food Chains: The Case of the Greek Meat Supply Chain

Appetite, Vol. 48, pp. 54-68, 2007

Posted: 21 Feb 2007

See all articles by Athanassios Krystallis

Athanassios Krystallis

Agricultural University of Athens

George M. Chryssochoidis

Norwich Business School, University of East Anglia

Joachim Scholderer

Arhus University; University of Zurich

Abstract

Recent food scares have increased consumer concern about meat safety. However, the Greek 'traditional' meat supply chain from producers to local butchers does not seem to realise the pressing consumer demand for certified meat quality. Or is it that, in such food chains, this demand is not so pressing yet? The present paper seeks to answer this question based on a survey conducted in the Athens area, involving a sample of 268 participants responsible for food purchasing decisions. The survey mainly aims to develop an integrated model of factors that affect consumer-perceived meat quality and to develop the profile of different consumer segments in relation to these perceptions. The substantial findings of the survey include the fact that, despite their enormous per capita consumption, the majority of consumers are not particularly involved in the meat-purchasing process. Rather they attach importance to visual intrinsic quality cues evaluated in a pre-purchasing context. In this respect, intrinsic quality cues are assigned a role similar to that of quality certification; coupled with the choice of traditional channels and the resulting personal relation with the butcher, they can be understood as efforts to decrease risk of the purchasing decision. Moreover, consumers with such behaviour seem to relate domestic country of origin of meat mostly with perceptions of general safety. Finally, a small, but promising trend with substantial marketing implications of frequent purchases of chicken and pork at supermarkets should not be ignored.

Keywords: Traditional channels, Visible meat quality, Perceived quality model, Segmentation

Suggested Citation

Krystallis, Athanassios and Chryssochoidis, George M. and Scholderer, Joachim, Consumer-Perceived Quality in 'Traditional' Food Chains: The Case of the Greek Meat Supply Chain. Appetite, Vol. 48, pp. 54-68, 2007, Available at SSRN: https://ssrn.com/abstract=957557

Athanassios Krystallis (Contact Author)

Agricultural University of Athens ( email )

Iera Odos 75
Athens, Votanikos 11855
Greece

George M. Chryssochoidis

Norwich Business School, University of East Anglia ( email )

Chancellor's Drive
Norwich, NR47TJ
Great Britain
00441603592694 (Phone)

HOME PAGE: http://www.uea.ac.uk/nbs/people/People/Academic/George+Chrysochoidis

Joachim Scholderer

Arhus University ( email )

Department of Economics and Business Economics
Fuglesangs Allé 4
Århus V, 8210
Denmark
+45 871 65019 (Phone)

HOME PAGE: http://person.au.dk/js@econ.au.dk

University of Zurich ( email )

CCRS
Zähringerstrasse 24
Zurich, 8001
Switzerland
+41 44 634 40 61 (Phone)

HOME PAGE: http://www.ccrs.uzh.ch

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