Brazilian carbon neutral beef as an innovative product: consumption perspectives based on intentions’ framework
Lucchese-Cheung, T., de Aguiar, L., Lima, L.C., Spers, E.E., Quevedo-Silva, F., Alves, F. and Giolo de Almeida, R. (2022) Brazilian carbon neutral beef as an innovative product: consumption perspectives based on intentions’ framework. Journal of Food Products Marketing.
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Abstract
Before launching a new beef brand concept based on high sustainability and environmental production principles, the Brazilian market was tested using a survey informed by Intentions’ Framework scales. To identify the determinants of the willingness to consume and pay for a new brand of beef based on Carbon-Neutral production principles, 1,000 valid responses were evaluated, using Exploratory Factor Analysis. A Hierarchical Cluster Analysis identified five classes of respondents. The classes showed general skepticism regarding exaggerated ethical and/or sustainability claims which led to rejection or indifference, particularly of those from lower income families with children. Despite this, there was an overall positive attitude toward good production practices and product innovation. The resulting typology throws a light onto consumers in markets such as Brazil or similar. The dataset could be also further explored by stakeholders in beef chain, particularly in new product development, positioning and targeting segments.
| Item Type: | Article |
|---|---|
| Keywords: | Consumer behaviour, market segmentation, branding, meat, sustainability, net zero |
| Divisions: | Food, Land and Agribusiness Management |
| Depositing User: | Mrs Rachael Giles |
| Date Deposited: | 11 Feb 2022 13:50 |
| Last Modified: | 11 Feb 2022 13:50 |
| URI: | https://hau.repository.guildhe.ac.uk/id/eprint/17808 |
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