LAUSR

The aim of the paper is to study beef quality cues and attributes in Italy, comparing regions where beef is considered traditional food and regions where it is not. A quantitative research has been conducted;  both a  factor analysis and a  cluster analysis were performed.  Quality cues and/ (or) attributes distinguish consumers when before purchase preferences are considered. Traceability and safety issues have become crucial in the before purchase phase.  The paper suggests enhancing knowledge about contextual factors, besides quality cues and attributes, able to shape consumer preferences and before purchase expectations to create new value offering to satisfy consumers’ changing expectations concerning beef.