Choice Experiment Performed on the Fresh Black Slavonian Pig’s Meat: A Preliminary Study

Dosada u Hrvatskoj metodom eksperimenta odabira nisu provedena istraživanja koja se bave preferencijama potrošača prema određenomu poljoprivredno‐prehrambenom proizvodu . Dostupno je malo podataka o preferencijama hrvatskih potrošača s obzirom na društvenu odgovornost (očuvanje bioraznolikosti, održivost ruralnoga prostora i dobrobit životinja) i odnos prema izboru i ponašanju potrošača u korist lokalnih pasmina svinja, u ovome slučaju pasmine crne slavonske svinje. Za prikupljanje podataka korištena je anketa, a kao instrument korišten je anketni upitnik. Istraživanje je provedeno na uzorku od n = 100 hrvatskih potrošača, anketiranih putem interneta s pomoću hipotetskoga eksperimenta odabira. Podatci su analizirani s pomoću triju logit modela: multinomnoga logit model (MNL), modela slučajnih parametara (RPL) i modela slučajnih parametara — pogreške u komponentama (RPL-EC) kako bi se ispitale heterogene sklonosti potrošača prema svježemu butu crne slavonske svinje. Prema podatcima istraživanja, hrvatski potrošači preferiraju tamniju crvenu boju svježega svinjskog mesa crne slavonske svinje uzgajane u otvorenome i poluotvorenom sustavu držanja. Također, u odnosu na meso bez oznaka, potrošači preferiraju svježe meso s geografskim oznakama kontinentalna Hrvatska i kontinentalna Hrvatska + ZOI .

Until now, no research has been carried out in Croatia into consumer preferences for a particular agricultural and food product by a choice experiment. Therefore, little data are available about Croatian consumers' preferences for social concerns (sustainability, biodiversity, rural development and animal welfare) with regard to the consumer choice and behavior favoring local pig breeds, in this case the Black Slavonian Pig breed. A survey was the method used to collect the data, and a survey questionnaire was used as an instrument. The survey was performed on a sample of n = 100 Croatian consumers surveyed online using a hypothetical choice experiment. The data were analyzed using the three logit models: a multinomial logit model (MNL), random parameter logit (RPL), and an error component random parameter logit model (RPL-EC) in order to examine the consumers’ heterogeneous preferences for fresh ham meat of the Black Slavonian Pig. The results suggest that the Croatian consumers appreciated a darker red fresh pork meat than the one obtained from the Black Slavonian Pig reared outdoors and semi-outdoor. They also prefer a fresh meat bearing a geographical information label, such as the continental Croatia and continental Croatia + PDO, to a fresh meat without a label.