Quality standard labeling information on meat packs demanded by consumers and relationships with purchasing motives

Worldwide, food-safety crises debates have come forward as an important aspect and apart from all debated food items, meat is accounted at top. Hence, a study was conducted to identify public awareness and adoption toward food certification standards and the factors that associate to Halal, SLS, ISO and HACCP purchase intention of meat. Purposive sampling approach was adopted and data were collected from 100 consumers who purchase meat products for their consumption through pre-tested structured questionnaire by personnel interview. The model explained R²= 0.69 and R²= 0.61 of the variability in awareness and adoption, respectively about the factors motivate consumers toward food certificate logo on meat packs. Around 80%, 46% and 30% of respondents have recorded as high awareness group with regard to SLS, ISO and HACCP standards respectively. Despite that utility of same information always or sometime on purchasing decision reported as low level. A significant relationship was observed for knowledge and utilizes logo of SLS, ISO, Halal and HACCP with socio demographic profiles including religion, gender, net income, education, occupation, interpersonal and mass media.

Key words: Certificate standards; Meat packs; Awareness; Adoption

DOI: http://dx.doi.org/10.4038/jas.v6i2.3863

The Journal of Agricultural Sciences, 2011, vol .6, no 2, pp85-90