Qualitative assessment of value in Australian pork across cultures

Abstract

Context: The Australian pork industry would benefit greatly from further development of export markets across Asia, but due to the small size of the Australian industry and cultural differences between Asia and the West, further insight into research is required for premium product development. Aims: Qualitatively assess value in Australian pork across Australian and Chinese consumer groups to investigate perceived differences in cultural attitudes to pork. Methods: Qualitative multivariate analysis (QMA). Key results: Australian and Chinese opinions of Australian pork products, meat and offal, and farming systems differed significantly. Australian consumers desired expert opinion, tradition..