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Over the last decade, beef consumption has decreased in most European countries, including Spain. Along with other factors that have contributed towards greater competition in agricultural markets, this has led to an increase in the offer of high-added-value beef products - a strategy the sector also follows to help it deal with the crisis caused by a number of health scandals. The aim of the present study was to analyse consumer attitudes towards «specific quality beef» (SQB; beef with quality specifications as indicated by labels or public quality denominations). A relationship was seen with respect to the level of consumer knowledge and the purchase of this type of product. Those with a higher average income and higher level of education had a more favourable attitude towards them. The butcher was the most important source of

Quality perception and consumer attitudes to "specific quality beef" in Aragón, Spain