Exploring the influence of consumer characteristics on veal credence and experience guarantee purchasing motivators

Findings showed that regional origin and health information play a stronger role than tenderness degree guarantee at the moment of choice. Moreover, regional origin is more relevant when it is linked to a local breed. Nevertheless, heterogeneous preferences have been detected. In contrast to the general trend, one-person households attach greater importance to the presence of a high degree of tenderness guarantee. Furthermore, younger consumers value more this guarantee, while expert consumers do not.