Meat in context. On the relation between perceptions and contexts

Studies of the public perception of specific food qualities often report conflicting findings, and it is well known that actual market behaviour frequently deviates from the perceptions of food quality expressed in interviews or surveys. Rather than treating these kinds of disparity as the result of data being self-contradictory, this paper, which builds on sociological theories and an empirical study, suggests that the concept of context can contribute to a better understanding of the threatened paradoxes. First, the paper introduces and discusses context as a theoretical and methodological approach in studies of public perceptions of food quality. Second, a case study of the importance of different contexts for Danish public perceptions of meat quality is reported. The study involved a series of focus-group interviews with Danes. Its results demonstrate that public concerns about meat quality vary, depending on whether they relate to meat in an everyday context or production context. It is concluded that the deployment of context as a methodological and interpretive frame improves our understanding of disparities in the reporting of public perceptions of food qualities.