Lamb meat — Importance of origin and grazing system for Italian and Norwegian consumers

The objective of this study was to evaluate the importance of geographic origin and grazing system for Norwegian and Italian consumers' probability of buying lamb meat. The study consisted of a qualitative part with focus groups followed up with a quantitative survey in each country. Included in the survey was a conjoint design with origin of the meat (Norway, Italy and New Zealand) and pasture (lowland pasture and mountain pasture) as factors, plus questions about consumers' motives underlying selection of food. Results from the study shows that country of origin is important for consumers' buying probability of lamb meat, in both countries domestic meat was preferred. In addition, a higher probability of buying meat from lamb grazing on mountain pasture than from lamb grazing on lowland pasture was identified. It is important for producers of lamb meat to increase the communication of these elements in a competitive national and international food market.

► Consumers' attitudes to meat from lamb in Italy and Norway.
► Information about origin and grazing and impact on buying probability of lamb meat.
► Country of origin is important for buying probability of lamb meat.
► Highest probability of buying for meat from lamb grazing on mountain pasture.