The perceived importance of veal meat attributes in consumer choice decisions

Animal scientists have recently found a way to produce extremely pale grain-fed veal, thus achieving high quality grade, while averting concerns over unethical treatment and medication residues in milk-fed veal production. Consumers, however, may reject pale cuts of veal labeled as “grain-fed.” This article uses questionnaire data from six groceries in the province of Quebec, Canada, to investigate frequency of veal purchases and perceived importance of price, color, and production type as determinants of veal purchases. Consumers do not appear to have clear preferences for milk-fed veal characteristics. Frequency of consumption and importance of veal meat attributes were influenced more by variables of habit formation than by price, income, or education. The veal industry might be advised to encourage consumption of veal as a means to diversify consumers' meat menu. [Econ-Lit citations: D120, Q130] © 2001 John Wiley & Sons, Inc.