Jacques Viaene

Results from a consumer survey comprising 400 face‐to‐face interviews with Flemish consumers (Belgium), which was conducted in the summer of 2000, reveal four consumer segments based on beliefs and attitude towards genetically modified (GM) food, namely: the Halfhearted, the Green Opponents, the Balancers, and the Enthusiasts. While 23.5% of the respondents have positive attitudes (the Enthusiasts) towards GM food, 15.5% are reluctant (the Green Opponents). The other 61.0% of the respondents have rather neutral (the Balancers) to slightly negative (the Halfhearted) attitudes towards GM food. Each of these identified segments can be further profiled in terms of socio‐economic and demographic characteristics, knowledge, general attitudes including trust, information needs, consulted and trusted information sources and channels, and purchase intentions. These insights will provide the necessary input for the development of an effective segmented communication strategy. [EconLit citations: Q130, Q160, Q180.] © 2003 Wiley Periodicals, Inc. Agribusiness 19: 91–113, 2003.

Despite growing interest in meat traceability systems and recognition of the need to act more market oriented, very little research has been done on consumer needs and perception of traceability. This gap is partly filled by the present study of consumer perception of meat traceability in Belgium, based on cross-sectional data collected in June 2001. Respondents are segmented based on their subjective perception of meat quality; and differences in the perceived need for traceability systems between the various segments are investigated. Functional traceability attributes, such as organisational efficiency, chain monitoring and individual responsibility, are important to all consumers. Extensions with respect to process attributes, such as production methods, are less relevant to the general population, being only of interest to specific market segments, i.e. consumers with a more negative perception of meat quality and lower consumption levels. In conclusion, it is recommended that public policy focus on the level of functional traceability attributes, and extensions with respect to process attributes be left to private initiatives, which focus on specific market segments.