Consumer perceptions: pork and pig production. Insights from France, England, Sweden and Denmark.

Consumer focus groups in France, England, Sweden and Denmark were used to obtain insights into the decision-making involved in the choice of fresh pork and attitudes towards today's pig production systems. Many positive perceptions of pork meat were evoked. Negative images of the production systems in use today were expressed, but rationalised in terms of consumer demands, market competition and by comparisons to previous systems of production. Knowledge of production systems appeared of little consequence in terms of any meat market potential as several groups freely remarked that there was no link between the negative images of production methods and their purchase behaviour. The groups were clearly confused and mistrusted the limited information available at the point of purchase. Careful consideration should be given to meat labelling, in particular taking account of the evident consumer ethnocentrism, to assure that such information is targeted to enhance consumer confidence.