Risk perception and risk reduction when buying beef meat : an exploratory study

Bories Denis
Associate Professor in Marketing University of Toulouse II IUT de Figeac Laboratory LRPmip denis.bories@univ-tlse2.fr -

Pichon Paul
Associate Professor in Marketing University of Toulouse II ISTHIA - Toulouse School of Tourism, Hospitality Management and Food Studies Laboratory CERTOP-EAST - UMR-CNRS 504 paulpichon@hotmail.com -

Cazes-Valette Genevive
Associate Professor in Marketing Toulouse Business School RMC Laboratory g.cazes-valette@tbs-education.fr

Laborde Christian
Associate Professor in Marketing University of Toulouse II Laboratory CERTOP-EAST - UMR-CNRS 504 christian.laborde@univ-tlse2.fr

Introduction
Food and health crises have been regularly repeated since 1996 The food market has experienced a dramatic change both in its legislation and in its relationships to consumers France remains the leading consumer of beef in Europe :
Every year, the French eat on average 17 kg of beef meat per person

However, since the early 80s, the consumption of French beef has changed :
Sales of beef regularly decline by 1 to 2% a year

Introduction
In this context, it seems essential to go back to the same risk perception that consumers associate with the consumption of beef :
What kind of risks do consumers perceive ? Do they lead to changes in their eating habits ? What actions are consumers prepared to take to reduce perceived risk ?

Conceptual framework
Dietary risk is never zero and it is not easily quantifiable
(Apfelbaum, 1998)

The principle of incorporation can explain these repeated risktaking decisions (Raven in Raven and Poulain, 2002) The concept of risk is pervasive in food marketing and many researchers have attempted to identify the different types of risks (Kapferer, 1998; Guillon, 1998; Brunel, 2002).

Conceptual framework
The risk is multidimensional and covers : The performance risk The financial risk The physical risk (short term & long-term) The psycho-social risk (fear of gaining weight and self-esteem) The societal risk (socio-economic and ecological consequences caused by the consumption of the product) Under the principle of incorporation, physical or health risk is the major risk in food consumption (Mller, 1985 Kapferer, 1998; Dandouau 1999, Brunel, 2000; Poulain, 2002; Gallen and Cases, 2003; Muraro-Cochart , 2003; Pichon, 2006)

Methodology
The empirical part of this research is based on a qualitative study of 70 French consumers aged 18 to 75 through individual interviews

Methodology
Themes of the interview guide :
Theme 1: The buying habits of food and beef Theme 2: Risk reductors Theme 3: Labels Theme 4: opinion on labels

One hour interview on average Period : From March 2013 to June 2013 The collected corpus was analyzed using the Alceste software

Results

Results
The food industry is clearly challenged by the respondents :
I think the food industry is trying to make money at all costs and makes mistakes in trying to make money (textual Unit No. 4642 , phi = .024 , Individual # 54 , Man age_40 -44)

One can observe a form of fatalism and acceptance among respondents :

In any case, as long as there isnt any solution to speculation on food, nothing will change (textual unit n 563 , Phi = .023 , Individual # 6 , Man age_40 -44)

Results
This fatalism is accompanied by suspicion of the food system :
There is so much money involved that large industrial groups put pressure on regulators or on the State, making use of their financial power to prevent scandals (textual Unit No. 5807 , Phi = .023 , Individual # 67 , Female, age_35 -39)

Respondents are neither pessimistic nor optimistic about food :

" Not necessarily optimistic about everything that is happening, but not necessarily worried, because the problems we've had recently affect a minority of food products (textual Unit 5003 , Phi = .026 , Individual # 59 , Man age_40 -44)

The media act as catalysts dramatizing consumer concerns regarding food :

I think the media overdo it. They tend to exaggerate, as in the horse meat case . To me, eating healthy horse meat cannot be dangerous (textual unit 97, Phi = .016 , Individual # 2 , Male, 55-59 age)

Results
The term label is not seen as central to ALCESTE, consequently , it has not been used to build the identified classes :
Even If the interviewees are aware of labels, they do not know their characteristics :
I know the AB label, organic , eco label . I also know the red label, but I dont know what it means. I know nothing about PDO (product of designated origin). Recognized flavor of the year , it's crap (textual Unit No. 742, Phi = .058 , Individual # 7 , Female, 40-44 age)

If the labels are considered as indicators of quality, variety may explain the lack of knowledge of the respondents :
there are so many labels now we no longer know. I've seen TV shows that talked about organic labels, but there were so many that it didnt make sense (textual Unit No. 3884 , Phi = .020 , Individual # 45 , Male, age 45-49)

Results

The presentation of the products matters more than labels :

" I'm more confident in what I see on the shelves than on labels. The presentation is important " (textual Unit No. 4873 , Phi = .015 , Individual # 57 , Male, 40-44 age)

The aspect of meat is a major purchase criterion :

The color , the color of mostly fat . I pay great attention to the aspect of what I buy. Anyway , you can not taste the meat in a supermarket (textual Unit No. 5111 , Phi = .026 , Individual # 60 , Man age_45 -50)

Results
The French origin of the meat :
It goes back to quality, traceability. Between a product from abroad and a French product, I rather take the French one (textual Unit No. 2527 , Phi = .027 , Individual # 28 , Man - age_65 69)

Traceability is often mentioned by respondents

To ensure the provenance of meat , respondents value short distribution circuits :

The label must first mention the country or region, next how the animal was raised and also slaughter and sale dates " (textual unit No. 4560 , Phi = .025 , Individual # 53 , Man age_40 44) Short distribution circuits are considered by respondents as a solution for the future

The butcher enjoys respondents almost blind trust :

In supermarkets, I pay attention to how the meat is cut and then I read the labels when its packaged meat but when I'm at the butchers, I am fully confident that the meat is good meat (textual Unit No. 4724, Phi = .022, Individual # 55, Female, age_40-44)

Discussion
Risk is present but diffuse
it is associated with food in general rather than with meat and is as much about the health components as about the risk of being a victim of fraud (on the product or its characteristics)

One can observe a discrepancy between our results and those that might have been expected :
The multitude of signs and indicators of quality tends to puzzle the consumers minds (Pichon, 2006) Even when stimulating respondents , we get a very neutral speech in which they distance themselves from labels they know by name but whose contents they ignore

Consumers are more confident in themselves than in the system they do not trust
Consumers use their own DIY risk reductors to minimize danger (color, odor, aspect)

Consumers need to recreate a feeling of proximity :

With the industrialization of production and food processing , new products lacking identity have emerged (Poulain , 2002) They are looking for the interpersonal relationships they are able to build , especially with the butcher, seen as a person and whom they almost blindly trust

Managerial implications
The need to rebuild the confidence of consumers in the food system :
Restore confidence in the major industrial and retail brands

Butchers should take advantage of the trust consumers place in them to build their differentiation from supermarkets :
The relationship between consumers and butchers shows that it is necessary to create interpersonal connections :

Need for recreating a feeling of proximity :

e.g : brand names being personalized : Charles Gervais , Monique Ranou, Jean Roze However, it is noted here that customization should not be limited to brand names Between consumers and the industry players such as meat producers through the development of short circuits or the organization

At product level :
Improve the display of meat on the butchers shelves and pay particular attention to its color Highlight the origin of the product, especially the French origin of meat Insist when meat comes from local farmers

Finally, the results of this research tend to raise doubts about the effectiveness of labels :
Producers should explore other ways to meet consumers expectations, particularly in terms of food security

Risk perception and risk reduction when buying beef meat : an exploratory study
Bories Denis
Associate Professor in Marketing University of Toulouse II IUT de Figeac Laboratory LRPmip denis.bories@univ-tlse2.fr -

Pichon Paul
Associate Professor in Marketing University of Toulouse II ISTHIA - Toulouse School of Tourism, Hospitality Management and Food Studies Laboratory CERTOP-EAST - UMR-CNRS 504 paulpichon@hotmail.com -

Cazes-Valette Genevive
Associate Professor in Marketing Toulouse Business School RMC Laboratory g.cazes-valette@tbs-education.fr

Laborde Christian
Associate Professor in Marketing University of Toulouse II Laboratory CERTOP-EAST - UMR-CNRS 504 christian.laborde@univ-tlse2.fr

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