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Consumer perceptions of meat production: enhancing the competitiveness of British agriculture by understanding communication with the consumer



Consumer perceptions of meat production: enhancing the competitiveness of British agriculture by understanding communication with the consumer



British Food Journal 107(8): 572-592



Purpose: To identify factors that could influence consumer perceptions relating to meat production and areas where further development would be of assistance to British agriculture. Design/methodology/approach: Qualitative semi-structured interviews of a quota sample of Scottish meat purchasing consumers. Findings: Results indicate that consumer views on meat production vary widely and that while there are some differences between rural and urban consumers the differences are rarely simple.

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