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The Value of Pork Quality in the Eyes of Consumers with Different Beliefs about Traditionally Raised Pork in Edmonton and in Canada Open Access


Other title
country of origin
sensory quality
hog grade
meat quality
production system
Canadian Quality Assurance
value of pork quality
Type of item
Degree grantor
University of Alberta
Author or creator
Ma, Lifen
Supervisor and department
Goddard, Ellen (Resource Economics and Environmental Sociology)
Examining committee member and department
Bruce, Heather (Agricultural, Food and Nutritional Science)
Mohapatra, Sandeep (Resource Economics and Environmental Sociology)
Goddard, Ellen (Resource Economics and Environmental Sociology)
Department of Resource Economics and Environmental Sociology
Agricultural and Resource Economics
Date accepted
Graduation date
Master of Science
Degree level
In this research the value of pork chops with different quality attributes were examined for consumers in Edmonton (with real pork, stated purchase experiments) and across Canada (online survey). Value is examined through stated choice experiments with packaged pork chops labeled with production system (traditionally raised and conventional), as Canadian pork and/or as coming from a farm with Canadian Quality Assurance®. In Edmonton, hog carcass, meat and sensory quality of the pork chops used in the experiments were also investigated. In the national survey marbling was varied and is examined in terms of its influence on pork chop choice. Consumers are studied by groups based on their prior beliefs about traditionally raised pork in comparison to conventional pork. The results suggest that consumer prior beliefs affect consumer purchases of pork chops and play an important role in marketing differentiated pork. The certification of production system was found to be important. Public policy implications include the importance of production system verification by credible independent sources, in this case, usually the government.
Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of these terms. The author reserves all other publication and other rights in association with the copyright in the thesis and, except as herein before provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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