Often, consumers make inferences based on cues which they feel confident, such as
colour or visible fat, although these characteristics are not always high predictable
of meat taste and tenderness. The use of intrinsic cues to infer actual quality can be
quite misleading, as it does not always enable to identify real improvements in
quality. Therefore, producers’ reaction is more and more oriented to find new ways
to differentiate their products and attract consumers. Brands, cues related to
product origin and quality labels are some of the signals, or extrinsic quality cues,
that were recently introduced to help consumers purchase decision based on
inferred quality.
Focus groups shown that, generally, Italian consumers trust the labelled
information on Italian products more than on other countries products. However,
opinions between participants diverged: on the one hand, some countries are felt as
rigorous as Italy in the application of standards and norms, and in some cases even
more than Italy. On the other hand, participants were less confident to purchase a
foreign product even with reference to the traceability system and information
attached. In the case of scandals, most of consumers think that the guarantee of the
market withdrawal harmful products within the Italian system is hardly possible.
Some participants (not completely agreed by the group) felt more confident with
bigger industries/brands compared to smaller ones. In all cases, governmental
institutions are those who should provide the highest confidence in food safety
controls.
In Spain a common perception is that the ‘ability to trace’ must be translated in an
indication of the specific origin of the food product for the final consumer.
Concerning quality labels, they are associated to a major control and hence a
guarantee of traceability. Generally, there is an extended dissatisfaction feeling
concerning the food controls accomplished in Spain. They declared themselves as
having confidence on the controls that are being carried out but according to them
quality may be improved as well as control inspections. They are generally more
confident with European food products. So, in both countries quality labels are
connected to higher controls and to the confidence in the traceability system.
Concerning cues related to product origin, i.e. EU origin quality labels, such as
Protected Denominations of Origin (PDO) and Protected Geographical Indication
(PGI) are usually used by consumer as a link of the product to the knowledge of an
origin region which may be relevant in forming a quality evaluation. However,
consumer must feel confident when using this information, otherwise they will not
demand these labels, and neither will buy differentiated products. As we have said,
confidence in inference- making is strongly linked to knowledge and expertise . In
order consumers do not misinterpret their meaning, an adequate communication
strategy is needed as suggested by many previous studies on consumers’
judgement process . On the other hand, just giving consumers more information
will not reduce an information asymmetry; thus clear and reliable information must
be provided.
After having displayed on the table three different seals: PDO, PGI, and Traditional
Specialty Guaranteed (TSG); participants were asked to write down name of brands
which came up quickly to their mind. Noted brands names were mainly related to
dairy products, olive oils, frozen products, chocolates, wines, tinned food, beers
and meats among others. It is outstanding that beef quality labels were regarded by
a couple of persons in the Spanish focus group, and by none in the Italian one. The
latter case is probably due to the limited diffusion of EU origin quality labels in the
Italian beef sector, while in the former case, the lack of awareness may be a
consequence of an inadequate marketing campaign. Secondly, a lack of interest to
that kind of certifications since butcher is still their quality mark. De Carlos, et al
concluded that, even though Spanish consumer associates brands to more safety
and confidence conditions, butcher is more than anything considered as his/her
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