The Influence of certification on perceived product quality of livestock food products

Abstract

Product safety in the livestock food product industry needs to control several factors that potentially cause health problems. Product certification regulation becomes one of the important requirements to ensure that offering livestock products is safe for consumers. This study aims to investigate the effect of product certification implemented in Indonesia for livestock food products that were MD, Halal, Organic, and NKV on the perceived product quality of fresh and processed livestock food products. This experiment involved student participants as surrogates of livestock food products consumers. This research was conducted with laboratory experimental between-subjects design and participants were placed into experimental groups using matching assignments. Eggs and processed milk were used as the research objects to represent fresh and processed livestock food products respectively. Product packaging and labels of eggs and processed milk were designed as experimental instruments, including certification attached to the product label. Manipulation check was conducted to ensure the effectiveness of experimental treatments. Data was analysed using ANOVA. The results indicated no difference in perceived product quality (p > 0.05) between control and treatment groups on fresh livestock food products. However, the effect of certification on the perceived product quality of processed livestock food products was significantly different. Furthermore, the post hoc test indicated the difference in perceived product quality in processed livestock food products was between Halal and NKV certifications (p ≤ 0.1).