Factores asociados al consumo y la producción de carne de cordero con distintivo de calidad en Aragón: consumidores vs productores
2010
Sepúlveda Sepúlveda, W.
The present work analyzes, from the consumers’ point of view, the main factors that affect and motivate the purchase of this quality-differentiated lamb (“Ternasco de Aragón" PGI), and from the producers’ point of view the advantages of its production and the relationship with their farm objectives. The information used in the present study was obtained from personal surveys, carried out on a representative sample of the consumers formed by 371 lamb buyers residing in Zaragoza city, Spain, and 34 sheep farming located in Aragon. In the case of consumers, a random sampling was conducted from July to November 2008. In the case of producers, a not-random sampling for the information collection was developed, during winter and spring of the same year. In order to identify the most determining variables that affect and motivate the purchase of lamb with origin quality labelling, after some preliminary statistical analysis, three binary logistic regressions were performed. On the other hand, in the producers, a cluster analysis was conducted to segment producers with respect to their attitudes toward the production of sheep under origin quality labelling. The results indicate that in the consumers, there are diverse aspects that affect and motivate the consumption of lamb with quality labelling. From socio-demographic viewpoint, the age of respondents is related to consumption as well as the importance given to the region as quality signal. Besides, the consumer, in general, considers that lamb with quality labelling compared with lamb that has not quality labelling, offers greater guarantees and is more healthful. The results of the producers’ study, suggest the existence of three groups of farmers who differ in their attitudes towards the production of sheep under origin quality labelling and their economic objectives
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