Revising Conjoint: How do Danish Pig Producers Found the Future Road to Environmentally Concerned Danish Consumers

The paper describes a case story based on a classic, but not traditional conjoint approach involving consumer attitudes to environmental problems and animal ethics in connection with the primary production of pork. In Denmark - as in many other countries - there is a growing importance of 'political consumerism' where consumers, especially in their demands for food commodities, influence the food industry's product development. The case study covers a research project carried out in 1995 for Danske Slagterier (The Danish Bacon and Meat Council) which already has played an important role in decision making for the future supply of pork to the Danish market.