Consumer Beliefs and Attitudes Towards Dry-cured Ham and Protected Designation of Origin Teruel Ham in Two Spanish Regions Differing in Product Knowledge

This work compared the responses of a consumer survey on beliefs and attitudes towards dry-cured ham and protected designation of origin (PDO) Teruel ham carried out in two Spanish regions differing in Teruel ham knowledge: Aragon (high knowledge) and Catalonia (lower knowledge). Results revealed that only small differences were found regarding dry-cured ham consumption habits. With regard to beliefs related to factors affecting ham quality, differences were even lesser; raw material and maturing process, as well as marbling, colour and flavour and proper saltiness were rated as the most important quality factors. Nevertheless, large significant differences were evident between both regions in knowledge, consumption, beliefs and attitudes towards PDO Teruel ham. However, there were no differences regarding the willingness to pay a higher price for PDO ham. Multiple correspondence analysis of all data revealed large effects of age, education, income level and size of the place of residence, independent from the region of origin of the consumer.