Investigating the concept of meat quality from the consumers' perspective: The case of Greece

Recent unfortunate food incidents increased consumers' concern about food and especially meat quality. The perception that meat is a hazardous commodity to consume resulted in a stabilization of the, so far increasing, meat consumption in Greece, as well as in the EU. The present survey aims to identify the general trends of meat consumption in Greece, define through factor analysis the way consumers perceive the concept of meat quality and explore by means of cluster analysis the existence of specific consumer types in relation to meat quality perceptions, with clear-cut and statistically solid socio-demographic and behavioural profile .The frequency of meat purchasing and consumption is particularly high, while meat is present in the everyday plate of Greeks in almost any expression of their family and social life. Meat preference is mainly evaluated on the basis of pleasure derived from taste, which has to be evaluated according to visual quality cues (e.g., colour, leanness, etc.). Different consumer types with clear-cut profile are found to evaluate meat quality differently, based on different quality dimensions, such as visual quality, labels and brand name, nutritional value and microbial or chemical safety.