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Consumer perceptions of beef healthiness : results from a qualitative study in four European countries

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Organization
Project
FOOD-CT-2006-36241
Abstract
Background: Consumer perception of the healthiness of beef is an important determinant of beef consumption. However, little is known about how consumers perceive the healthiness of beef. The aim of this study is to shed light on the associations between beef and health. Methods: Eight focus group discussions were conducted in four European countries (France, UK, Germany, Spain), each consisting of seven to nine participants. A content analysis was performed on the transcripts of these discussions. Results: Although beef was generally perceived as healthful, focus group participants expected positive as well as negative effects of beef consumption on their health. Labelled, branded, fresh and lean beef were perceived as signalling healthful beef, in contrast with further processed and packaged beef. Consumers felt that their individual choices could make a difference with respect to the healthiness of beef consumed. Focus group participants were not in favour of improving beef healthiness during processing, but rather focussed on appropriate consumption behaviour and preparation methods. Conclusions: The individual responsibility for health implies that consumers should be able to make correct judgements about how healthful their food is. However, the results of this study indicate that an accurate assessment of beef healthiness is not always straightforward. The presented results on consumer perceptions of beef healthiness provide insights into consumer decision making processes, which are important for the innovation and product differentiation in the European beef sector, as well as for public health policy decisions related to meat consumption in general and beef consumption in particular.
Keywords
PORK, FUNCTIONAL FOODS, MOTIVES, GENDER, NUTRITION, BELIEFS, ATTITUDE, PERCEIVED HEALTHINESS, BEHAVIOR, MEAT CONSUMPTION

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Chicago
Van Wezemael, Lynn, Wim Verbeke, Marcia D de Barcellos, Joachim Scholderer, and Armando Perez Cueto Eulert. 2010. “Consumer Perceptions of Beef Healthiness : Results from a Qualitative Study in Four European Countries.” Bmc Public Health 10.
APA
Van Wezemael, L., Verbeke, W., de Barcellos, M. D., Scholderer, J., & Perez Cueto Eulert, A. (2010). Consumer perceptions of beef healthiness : results from a qualitative study in four European countries. BMC PUBLIC HEALTH, 10.
Vancouver
1.
Van Wezemael L, Verbeke W, de Barcellos MD, Scholderer J, Perez Cueto Eulert A. Consumer perceptions of beef healthiness : results from a qualitative study in four European countries. BMC PUBLIC HEALTH. 2010;10.
MLA
Van Wezemael, Lynn, Wim Verbeke, Marcia D de Barcellos, et al. “Consumer Perceptions of Beef Healthiness : Results from a Qualitative Study in Four European Countries.” BMC PUBLIC HEALTH 10 (2010): n. pag. Print.
@article{1027381,
  abstract     = {Background: Consumer perception of the healthiness of beef is an important determinant of beef consumption. However, little is known about how consumers perceive the healthiness of beef. The aim of this study is to shed light on the associations between beef and health.
Methods: Eight focus group discussions were conducted in four European countries (France, UK, Germany, Spain), each consisting of seven to nine participants. A content analysis was performed on the transcripts of these discussions.
Results: Although beef was generally perceived as healthful, focus group participants expected positive as well as negative effects of beef consumption on their health. Labelled, branded, fresh and lean beef were perceived as signalling healthful beef, in contrast with further processed and packaged beef. Consumers felt that their individual choices could make a difference with respect to the healthiness of beef consumed. Focus group participants were not in favour of improving beef healthiness during processing, but rather focussed on appropriate consumption behaviour and preparation methods.
Conclusions: The individual responsibility for health implies that consumers should be able to make correct judgements about how healthful their food is. However, the results of this study indicate that an accurate assessment of beef healthiness is not always straightforward. The presented results on consumer perceptions of beef healthiness provide insights into consumer decision making processes, which are important for the innovation and product differentiation in the European beef sector, as well as for public health policy decisions related to meat consumption in general and beef consumption in particular.},
  articleno    = {342},
  author       = {Van Wezemael, Lynn and Verbeke, Wim and de Barcellos, Marcia D and Scholderer, Joachim and Perez Cueto Eulert, Armando},
  issn         = {1471-2458},
  journal      = {BMC PUBLIC HEALTH},
  keyword      = {PORK,FUNCTIONAL FOODS,MOTIVES,GENDER,NUTRITION,BELIEFS,ATTITUDE,PERCEIVED HEALTHINESS,BEHAVIOR,MEAT CONSUMPTION},
  language     = {eng},
  pages        = {10},
  title        = {Consumer perceptions of beef healthiness : results from a qualitative study in four European countries},
  url          = {http://dx.doi.org/10.1186/1471-2458-10-342},
  volume       = {10},
  year         = {2010},
}

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