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PUBLIC PERCEPTIONS OF FOOD AND FARMING IN SCOTLAND
FINAL REPORT PHASE ONE (MAIN SURVEY)
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Prepared for: Scottish Executive Environment and Rural Affairs Department
Prepared by: Market Research UK Ltd
City Wall House
32 Eastwood Avenue
Glasgow G41 3NS
Tel: 0141 533 3350
Fax: 0141 533 3320
Email: research@mruk.co.uk
Website: www.mruk.co.uk
CONTENTS
EXECUTIVE SUMMARY
1. INTRODUCTION AND BACKGROUND TO RESEARCH
1.1 Introduction
1.2 Background to research
2. RESEARCH AIM AND OBJECTIVES
3. METHODOLOGY
3.1 Phase one approach
3.2 Sample structure
3.3 Questionnaire design
3.4 Fieldwork team and quality control
3.5 Data analysis
4. PROFILE OF THE SAMPLE
4.1 Age and gender
4.2 Marital status and presence of children in the home
4.3 Geographic area
4.4 Qualifications, employment status and income
4.4.1 Worked in food or agriculture
4.5 Household tenure
4.6 Access to car
4.7 Ethnicity
4.8 Media Consumption
4.9 Main Grocery Shopper
5. RESEARCH FINDINGS - PHASE ONE
5.1 Awareness of Farming Issues
5.1.1 Importance of farming to respondents lives
5.1.2 Ways of using the countryside
5.1.2.1 Leisure activities undertaken in countryside
5.1.2.2 Short break to countryside
5.1.3 Spontaneous awareness of farming issues in the news
5.1.4 Awareness of the Common Agricultural Policy
5.2 Role of farming
5.2.1 Role of farming in Scotland
5.2.1.1 Perceptions of farming and the economy
5.2.1.1.1 Farming in Scotland is an industry in decline
5.2.1.1.2 Farming is the main contributor to the rural economy in Scotland
5.2.1.1.3 Other industries in Scotland have suffered more than farming but received less financial assistance
from Government than farming
5.2.1.1.4 Farmers in Scotland are over-subsidised
5.2.1.1.5 Incomes for Farmers in Scotland are the same now as they were five years ago
5.2.1.2 Concern regarding impacts if farming were to cease to exist in Scotland
5.2.1.2.1 People reliant on farming for their livelihoods would lose their jobs
5.2.1.2.2 Scottish products would be unavailable
5.2.1.2.3 Land would be lost to property developers
5.2.1.2.4 The landscape would become unattractive and inaccessible wilderness
5.2.1.2.5 Revenue from exporting products would be lost
5.2.1.2.6 Tourism industry in Scotland would suffer
5.2.2 Role and financial support for farming in the future
5.2.2.1 Factors of importance for farming in Scotland to improve in the future
5.2.2.2 Perceptions regarding Government priorities for financial support to Scottish farming
5.3 Farming in Scotland relative to other countries
5.3.1 Overview of perceptions
5.3.2 Perception of animal health (disease control)
5.3.3 Perception of animal welfare (animal living conditions and animal transportation)
5.3.4 Perception of standards for protecting the environment (minimising use of pesticides / fertilisers)
5.3.5 Perception of standards for the preservation of the countryside and wildlife
5.4 Perceptions of methods of food production
5.4.1 Overview of concern
5.4.1.1 Health effects of use of pesticides / fertilisers
5.4.1.2 Use of drugs / hormones in animals to promote growth
5.4.1.3 Environmental effects of pesticides / fertilisers
5.4.1.4 What animals are fed
5.4.1.5 Poor animal living conditions
5.4.1.6 Poor hygiene on the farm
5.4.1.7 Poor animal transportation
5.4.1.8 Adverse affect on countryside (hedgerows and wildlife)
5.4.1.9 Low prices Farmers receive from supermarket
5.4.1.10 The long distance food has travelled
5.4.2 Responsibility for standards of food production
5.4.3 Role of Government, Farmers and Retailers in Regulating Standards
5.4.4 Concerns Over Eating Meat of Vaccinated Animals Following the Outbreak of Foot and Mouth Disease in 2001
5.5 Information needs on methods of food production
5.5.1 Issues relating to purchasing fresh meat
5.5.2 Awareness and understanding of assurance schemes
5.5.2.1 Awareness and understanding of Specially Selected Scotch Meat
5.5.2.2 Awareness and understanding of Red Tractor
5.5.2.3 Awareness and understanding of Freedom Food (RSPCA Monitored)
5.5.2.4 Awareness and understanding of Soil Association Organic Standard
5.5.2.5 Compulsion of Farmers to join assurance schemes
5.5.3 Information on methods of food production
5.6 General food shopping behaviour and food supply
5.6.1 Type of shops used
5.6.1.1 Type of shops used for shopping in general
5.6.1.2 Type of shops used for main food shop
5.6.1.3 Type of shops used typically in a month
5.6.2 Nature of main food shop
5.6.3 Desire for other types of retailer
5.6.4 Food preparation behaviour
5.6.4.1 Food preparation (Monday to Friday)
5.6.4.2 Food preparation (Saturday to Sunday)
6. RESEARCH CONCLUSIONS
Appendix: Questionnaire (Phase One)
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