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Naturally confused: consumers’ perceptions of all-natural and organic pork products

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  • Katie Abrams
  • Courtney Meyers
  • Tracy Irani

Abstract

Consumers are bombarded with labels and claims that are intended to address their concerns about how food products are produced, processed, and regulated. Among those are the natural or all-natural claims and the certified organic label. In this study, two focus groups were conducted to explore consumers’ attitudes toward all-natural and organic pork and to gather their reactions to the USDA organic standards for meat, and the policy for natural claims. Results indicated that participants had positive associations with the terms “organic” and “all-natural” with exceptions regarding the trustworthiness of all-natural claims. Participants perceived the “no” labeling theme (no antibiotics, no hormones, no chemicals, etc.) often coupled with the all-natural label on pork products as identifying potential health and animal welfare risks. In response to the USDA standards and policies for labeling pork products as organic or all-natural, participants expressed confusion and had many unanswered questions. Copyright Springer Science+Business Media B.V. 2010

Suggested Citation

  • Katie Abrams & Courtney Meyers & Tracy Irani, 2010. "Naturally confused: consumers’ perceptions of all-natural and organic pork products," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 27(3), pages 365-374, September.
    • Handle: RePEc:spr:agrhuv:v:27:y:2010:i:3:p:365-374
    DOI: 10.1007/s10460-009-9234-5
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    References listed on IDEAS

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    8. Picardy, Jamie Ann & Cash, Sean B. & Peters, Christian, . "Uncommon Alternative: Consumers’ Willingness to Pay for Niche Pork Tenderloin in New England," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(2).
    9. Juan Pedro Arrebola & Araceli Muñoz & Silvia Ferrero & Cristina Larrea-Killinger, 2020. "Perceptions and Attitudes of Gynecologic and Pediatric Professionals Regarding Dietary Exposure to Chemical Pollutants," IJERPH, MDPI, vol. 17(11), pages 1-14, June.
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    12. Sackett, Hillary M. & Shupp, Robert S. & Tonsor, Glynn T., 2012. "Discrete Choice Modeling of Consumer Preferences for Sustainably Produced Steak and Apples," 2012 AAEA/EAAE Food Environment Symposium 123517, Agricultural and Applied Economics Association.
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    14. Esteky, Sina, 2021. "Chirping birds and barking dogs: The interactive effect of ambient sensory cue source and valence on consumers’ choice of natural products," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. F. Kuchler & M. Bowman & M. Sweitzer & C. Greene, 2020. "Evidence from Retail Food Markets That Consumers Are Confused by Natural and Organic Food Labels," Journal of Consumer Policy, Springer, vol. 43(2), pages 379-395, June.
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    18. Goddard, Ellen & Muringai, Violet & Robinson, Amber, 2017. "Consumer Interest in a Natural Designation in Food Choice," Project Report Series 264421, University of Alberta, Department of Resource Economics and Environmental Sociology.
    19. Stranieri, S. & Baldi, L., 2015. "Fresh-cut salad and shelf life date extension: a segmentation of Italian consumers," 2015 International European Forum (144th EAAE Seminar), February 9-13, 2015, Innsbruck-Igls, Austria 206215, International European Forum on System Dynamics and Innovation in Food Networks.

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