Influence of quality labels on the formation of preferences of lamb meat consumers. A Spanish case study

- The origin of lamb meat is the main factor that influences consumer preference.
- Preference of regular consumers is almost completely dependent on origin.
- Occasional consumers positively value PGI and organic production labels.
- PGI has a wider influence on consumer preference than an organic production label.

Analysis of the attributes determining the formation of consumers' preferences when buying lamb meat is a key aspect in increasing the demand for this product. To this end, by means of conjoint analysis, we determined lamb meat consumers' preferences according to their frequency of consumption, and we used logistic simulation to analyse market shares of the most valued attributes. After segmenting the market into habitual and occasional consumers of lamb meat, our results seem to suggest that while regular consumers base their preferences mostly on origin, occasional consumers take other attributes into account, such as Protected Geographical Origin (PGI) and organic production. An analysis of market shares shows that PGI significantly influences consumer preferences, while ecological production has a less marked impact. This finding confirms the usefulness of PGI in the lamb meat market and highlights the urgent need to improve the communication strategy of the organic production sector as a synergistic effect to increase its acceptance among consumers.