Consumers' values and attitudes and their relation to the consumption of pork products: a study from Q-PorkChains in Brazil

Consumers' attitudes and personal values were assessed, investigating if those constructs affect the consumption of pork products. Empirical data was collected through a survey performed with 482 consumers in Brazil, according to Q-PorkChains project definitions. Attitudes towards the environment and nature are quite positive, although ethnocentrism is also present. Industrial food production seems to be an accepted system, but consumers are showing that environmental sustainability must not be forgotten. Consumers with more ‘traditionalist’ values prefer fresh, whilst those with ‘adventurous’ values prefer processed pork products. The development of innovative pork products aiming to attend to these different groups represents interesting opportunities for the pork chain.