Consumers' preferences for processed meat: a best-worst scaling approach in three European countries

Processed meat products are a staple part of the typical European diet. Product packaging can include a considerable amount of information and, with other intrinsic and extrinsic attributes, substantially influence consumers' preferences and purchasing decisions. This study investigates 14 product attributes of processed meat products using a cross-country analysis. Based on an online survey conducted in Hungary (n = 410), Italy (n = 268), and Serbia (n = 402), an object-case best-worst scaling approach was applied. Results reveal both international and country-specific characteristics of preferences. Best-Worst scores reveal that taste and best-before date are among the most significant considerations in all three countries, while brand is among the attributes considered least important. Comparisons indicate significant differences according to country and socioeconomic characteristics. The study provides managerial implications.