Project code: keine Angabe
Contract period: 01.01.2007
Purpose of research: Project preparation activity
The objective of module I is to develop new tools for the development and marketing of pork-based products based on mapping and assessment of behaviour towards the pig production chain as citizens and as consumers.
People relate to the pork-producing sector and to pork-based products in two ways: via their role as citizen, and via their role as consumer. As citizens, people perceive characteristics of the pork production system, including farming, slaughtering and transportation, and relate it to their idiosyncratic systems of attitudes and values, which in some cases may result in citizens' desire to participate in the public debate about agricultural and food production. Citizens are confronted with pig production through mass media, but often also through direct contact with pig production in their personal environment, particularly so in the boundary of residential and animal husbandry areas.
Negative externalities of pig production, such as odour, manure surpluses and nitrate in drinking water, shape citizen reactions and may give rise to societal concerns. As consumers, people relate to pork-based products and their characteristics based on their meal patterns and preferences for quality attributes such as eating quality, nutritional aspects, convenience, variety and production process.