La certificación como estrategia para la recuperación de la confianza del consumidor en la adquisición de la carne de ternera

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.