Consumers’ views on bio-pork and pork consumption

Kiss, Csilla – Vincze, Judit – Tenk, Antal – Pászthy, György – Tóásó, Szilvia

Keywords: ecological production, bio-pork, consumers’ views, shoppers’ behaviour

Although a significant section of Hungarian consumers have heard of bio-pork and automatically identify it with Mangalica (an old Hungarian pig species), they have not as yet seen such products during shopping. This is peculiar to the domestic market. Marketing occurs through several channels, but shoppers do not have the proper information where to acquire bio-pork. (Only a small ratio of bio-shops merchandise ecologically produced meat.) A primary task could be the dissemi-nation of informa-tion, popularisation. In addition to healthy eating people should also be “educated” about the importance of environment. Following this, marketing channels could be developed (direct merchandising, eco-market, bio-corners). We should target health institutions and catering units, such as the fashionable “wellness institutions”.

The majority of responders buy fresh carcase meat and next kitchen ready and processed products. Product structure in bio-shops should be constructed to satisfy these demands, so shoppers can always find the product meeting their demand. Higher price is a the factor that hinders most the spread of bio-products. This can be to some extent compensated by introductory sales and home delivery that helps people to save time and energy.

The outward appearance of a product is increasingly a factor that influences sale. An aesthetic appearance is a fundamental requirement that significantly affects price. The use of natural packaging materials is desirable (e.g. gut for stuffed goods).

It is vital that as many domestic producers should target domestic consumers as soon as possible, or else small, more agile enterprising foreign producers will once again “sing the cheese out of their beaks”. The wider spread of eco-farming can only be expected when the approach of producers, merchants and consumers radically alter.

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