Valorisation des produits carnés : une étude du signal « élevé au pâturage » sur le packaging

For the consumer, the “pasture-raised” sign is perceived as an indication of a high-quality production method, respectful of the animal and its environment. Our study aims at understanding and building an efficient communication strategy around the pasture-raised attribute on meat products. We use quality perception theory and consider the impact of different messages on the packaging of a piece of meat. These messages valorize pasture raising according to three lines of argumentation: the consumption experience, beliefs related to health benefits, and beliefs related to positive effects on animal welfare and the environment. We confirm the positive perception of communication on pasture raising as a sign of quality linked above all to the gustatory experience.