Revisiting Conjoint. How Danish pig producers found the future road to environmentally concerned Danish consumers

Lene Hansen
GfK Danmark, Denmark
Marcus Schmidt
Southern Denmark Business School, Denmark


Danske Slagterier (The Danish Bacon and Meat Council) had defined two main purposes of the present analysis:

  1. To obtain more knowledge about the demand for ecologically produced pork;
  2. To obtain detailed knowledge about the elements which Danske Slagterier believe that the consumers really make a point of when demanding ecological pork.

The need for establishing knowledge in these areas is based on a wish to follow consumer demands and thereby to advise pork producers and slaughterhouses concerning product adjustments which may be necessary in order to meet these market demands.