Consumer and farmer perceptions of the New Zealand dairy industry's image : a thesis presented in partial fulfilment of the requirements for the degree of Masters of Applied Science in Agricultural Systems and Management, Massey University, Palmerston North, New Zealand
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Date
1999-07
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Massey University
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Abstract
A new marketing concept has emerged in response to concerns about the global environment. Many products now make claims about their "environmentally-friendly" attributes. Misleading advertising by some industries, however, have caused some consumers to become skeptical and disillusioned about "clean and green" claims. New Zealand dairy products are sold to over 115 countries and trade on the country's "clean and green" image. It is therefore important to understand and define clearly what "clean and green" means to different people in order to meet their expectations and needs. The aim of this research was to determine the perceptions, attitudes, and behaviour of different stakeholders in relation to New Zealand's "clean and green" image.
Ninety-one Massey University international students and 250 supermarket shoppers from New Zealand, Philippines and UK were surveyed to determine their perceptions and buying behaviour with respect to New Zealand dairy products. Two-hundred and eighteen New Zealand dairy farmers were also surveyed to determine their perceptions concerning their industry's "clean and green" image. Stakeholders from the Philippine dairy industry were also interviewed and their systems for milk production, processing and quality control were contrasted those used in New Zealand.
The consumers studied do perceive New Zealand as being "clean and green" and this had influenced their decision to buy its dairy products. However, caution needs to be excercised in extrapolating these conclusions to all markets. The "clean and green" image was associated to health and safety rather than environmental- or animal-welfare friendliness by Filipino shoppers and Asian university students. British consumers on the other hand, bought New Zealand dairy products primarily for their taste. Of the attributes studied, health and safety, taste and price were found to be the main determinants of consumer buying decisions. Conclusive evidence was not found that current practices on New Zealand dairy farms affect the marketability of its dairy products. Some consumers, however, expressed that they were willing to pay more for products that had environmental- and animal-welfare assurance. Where New Zealand dairy products are promoted as being "clean and green", farming practices need to be aligned to meet consumer expectations without sacrificing economic efficiency in milk production.
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Dairy products, New Zealand, Marketing, Dairying