Consumer segments and preferences for PDO-labelled fresh pork: A choice experiment on the black Slavonian pig in Croatia

Abstract

This study investigated consumer preferences for fresh pork from the Black Slavonian pig using two methods: a choice experiment (CE) and a consumer segmentation analysis. A total of 410 consumers participated in an online survey, providing insights into their consumption habits, knowledge of the pig breed, and socio-demographic characteristics. Based on the responses, three different consumer segments were identified: consumers who are ethically and socially conscious, consumers who are quality-oriented, and consumers who are quantity-price-oriented. The results of the segmentation analysis were included as an interaction term in the CE model to assess the influence of consumers' attitudes towards fresh pork and explain their preferences alongside other CE attributes. Ethically and socially conscious consumers showed a stronger preference for fresh Black Slavonian pig meat reared in extensive and semi-intensive production systems. They also preferred meat labelled ‘Continental Croatia + PDO’ (protected designation of origin) more than the other segments, as they saw this as a sign of quality, authenticity, and traditional production.