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Consumers give increasing importance to the extrinsic quality attributes of meat in response to rising concerns on safety, health, convenience, ethical factors, etc. The role that attributes such as animal feeding assurance, environmentally friendly production, respect for the animal welfare, etc. play in the consumer quality evaluation process has not been studied enough. The objectives of this article were: to evaluate the importance of several extrinsic quality attributes of red meat to consumers in five European regions; to analyse the relationships between the attitude towards these attributes, available cues and factors or motivations that are important to consumers when buying meat; and to identify groups or segments of consumers according to the importance of extrinsic quality attributes. The most important extrinsic attributes found were animal feeding and origin. Environmentally friendly production and animal welfare considerations were also important. Animal feed assurance was an indicator of safety and nutritious/ healthy meat but origin was not. For some groups of consumers, respect for the environment and animal welfare were also related to healthy/safe meat. The range of attitudes consumers hold towards extrinsic attributes could constitute an opportunity to develop consumer-led meat products and further market segmentation.

This paper investigates the role of location in determining the presence of on- and off-farm pluriactivity. Gravity models are developed to define degrees of access to markets from farm locations, and farm household survey data from the Grampian Region of Scotland are used to test the ability of the models to explain the observed location of pluriactivity. Proximity to markets is shown to be an important factor for both tourist and non-tourist on-farm diversification, and is reflected in the location of farms with on-farm non-agricultural activities. However, there is no evidence of a relationship between access to labour market opportunities and the presence of off-farm employment at the sub-regional scale. Personal preferences concerning work location and household responsibilities may be more important in determining the presence of off-farm work than proximity to labour market opportunities. Possible refinements to the technique and policy implications are discussed.