Analisys of consumers preference: a choice experiment

Quality of pork and pork products is a complex and dynamic area. It involves the total production chain from fork-tofarm with a variety of interacting aspects related to consumer and citizen demands and producers for economic and environmental sustainability. The challenge is to increase the production of high quality products, and to make the consumers aware, that the price is increased for meat products of high quality from pigs produced in sustainable production systems. Q-PorkChains focuses on the total production chain from farm-to-fork. The ultimate goal is to develop and implement new innovative methods to improve and control the quality of pork. If the consumers do not have the willingness to pay for the extra production costs, it is a challenge to convince the primary producers that they must invest in order to produce higher quality products.