=Paper=
{{Paper
|id=Vol-2761/HAICTA_2020_paper3
|storemode=property
|title=Investigation of Consumer Behavior of Meat and Dairy Products Derived from Animals Fed on Locally Produced Feed - Abstract
|pdfUrl=https://ceur-ws.org/Vol-2761/HAICTA_2020_paper3.pdf
|volume=Vol-2761
|authors=Christina Kleisiari,Leonidas-Sotirios Kyrgiakos,Spyros Niavis,George Vlontzos,Evangelia Tigka,Christina Moulogianni
|dblpUrl=https://dblp.org/rec/conf/haicta/KleisiariKNVTM20
}}
==Investigation of Consumer Behavior of Meat and Dairy Products Derived from Animals Fed on Locally Produced Feed - Abstract==
<pdf width="1500px">https://ceur-ws.org/Vol-2761/HAICTA_2020_paper3.pdf</pdf>
<pre>
   Investigation of Consumer Behavior of Meat and Dairy
      Products Derived from Animals Fed on Locally
                 Produced Feed - Abstract

       Christina Kleisiari1, Leonidas-Sotirios Kyrgiakos2, Spyros Niavis2, George
                Vlontzos2, Evangelia Tigka2, Christina Moulogianni3
                  1
                  University of Thessaly, Greece; e-mail: chkleisiari@uth.gr
                               2
                                University of Thessaly, Greece
                       3
                        Aristotle University of Thessaloniki, Greece



Summary

    In recent years, consumers seem to be more interested in the origin of the food they
buy and there has been a tendency for consumers to focus more on consuming local
agricultural products. In the same volume, animal feed should also be locally produced
proving the locality of the products, using this element as a promotion key. The supply
chain system must respond to ever- changing consumer needs, respecting consumers'
growing concerns about food safety and quality, and transform real needs into
satisfying practices through practical food handling. For these reasons, a field research
was carried out with the aim of investigating the consumer standards of animal
products derived from farms with the use of locally produced feed (LPF).
    According to the literature review findings about main factors affecting animal
products consumption and based on the Health Belief Model (HBM) investigating the
volume of influence between food and health, a questionnaire was distributed through
personal interviews, in a stratified sample of adult consumers in equal proportions of
men and women. Principal Component Analysis (PCA) was applied in order to
highlight the most important components that influence participants to consume this
type of animal products. Based on the perceptions of the consumers who participated
in the research, a general positive attitude of consumers towards agricultural products
of animal origin fed with LPF has been revealed, proving that locality should be
examined both for livestock and ration origin. At the same time, most respondents
seem to trust more locally produced foods and feed, as they consider them healthier
than their imported counterparts, enhancing their identity of locality. It was noted
that respondents’ demographic characteristics and especially their age and educational
level are features that affect their responses as younger and more educated people seem
to be more interested in issues of healthy eating and adopting good eating habits while
looking for information about the origin of the food they consume. Finally, the
respondents were called to answer some questions about the intention to consume
certain types of animal products. Their responses reaffirmed their positive attitude
towards locally produced animal feed, as many consumers said they would be willing
to pay (WTP) even more than usual to eat meat and dairy products that have been fed
with locally produced feeds. Concluding, locality index should be reevaluated both for




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farms and supply chain, making clear all different aspects of originality. Final results
can be transformed accordingly in order to be used as a promotional mix for local
stores or supermarkets.

       Keywords: Consumer behavior; Supply chain management; Principal
       Component Analysis.

       JEL Codes: C38; D12; D91; I12.




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