The certification as a strategy for the recovery of the consumer confidence in the veal adquisition


  • Ramona Barrena Universidad Pública de Navarra
  • Mercedes Sánchez Universidad Pública de Navarra
  • José María Gil-Roig Unidad de Economía Agraria, SIA-DGA. Aragón
  • Azucena Gracia-Royo Unidad de Economía Agraria, SIA-DGA. Aragón
  • Luis M. Rivera Universitat Politècnica de València



consumer behaviour, decision models, label, beef, food safety


The objective of the paper is to analyse the effect of the label product presence in the reduction of the health hazard perceived or in the uncertainty associated to a product. The market selected like an example was the fresh beef, because in Europe, in general, and in Spain in particular, has been serious problems related with the food safety. These problems had influenced in the lost confidence of the consumers with important consequences in the supply. We propose a consumer decision model with two steps: 1) to consume more or no, 2) if the consumer decided to increase the consume analyse the factors which affect the quantity to increment; these decisions are considered simultaneous. The results obtained in the three Spanish regions (Comunidad de Aragón, Comunidad Foral de Navarra and Comunidad Valenciana) showed the suitability of the utilisation of the labels in the product to reduce or mitigate the demand effects of these supply complications, specially in the market which major food safety problems.


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