distinction, on the one hand, between intrinsic and extrinsic attributes, and, on the
other, among search, experience and credence attributes. It has to be noted that
some attributes, typically considered as credence items, such as breeding and
feeding methods, age, breed , sex and category of the animal, fattening and
conformation of the carcass, can be translated into search attributes by means of
the application of the voluntary labelling scheme introduced by Regulation EC
1760/2000.
Table 1. Quality attributes of beef
|
Intrinsic____________________________________________ |
Extrinsic______________________________________________________ | |
|
Search |
Colour, fat content, fat lump, fat rim, |
Brand, origin certification, organic production methods, |
|
Experience |
Tenderness, smell, flavour, taste, freshness , | |
|
Credence |
Freshness |
Use of hormonal growth promotants, use of antibiotics, |
*: mandatory labelling system of beef products
**: information to be added by means of the voluntary labelling system of beef products
Source : our own elaborations on Becker (2000).
However, many researches have noted that the level of correspondence between
expected and experienced quality of beef product is fairly low, leading to
consumer’ s un- satisfaction and uncertainty . This is why brands and labels on the
one hand, and reliance on shopkeeper on the other often serve as a reliable and
predictive quality and safety cues to the consumer’ s decision process. Hence the
important role of information systems in order to communicate food product
characteristics based basically on credence aspects. Confidence and trust on carried
information depend on the information source. However, the attempt to overcome
information asymmetry between final handler and consumer through labelling or
branding implies an incentive for traceability, as superior solution to avoid
uncertainty on provided information. Therefore, on this paper we analyse to what
extent are consumers really aware of traceability and it is perceived as a new route
to provide consumers credible product and process information.
3.1. Aim of the study
In the framework of a large European Research Project, TRACE, the objective of this
paper is to give a comprehensive overview of the currently state- of- art of beef
traceability in two Mediterranean Countries, Italy and Spain, based on the results of
an exhaustive literature review and qualitative research by means of focus group
technique. Although traceability is now mandatory for all food products, analysis
will be focused on beef since it has a longer history linked to the implementation of
traceability in Europe.
4. Methodology and Results: literature review and focus groups
As first stage of the project, an exhaustive literature review of existing papers was
arranged aiming to comprehend current state- of- art of the research of traceability
from consumer perspective. This step also had the objective to identify open fields
6