Does information matter? The effect of sustainability-related information on consumers' intentions to purchase beef

IF 6.1 1区 农林科学 Q1 Agricultural and Biological Sciences
Carla Machado de Araujo Lopes , Juliana Cunha de Andrade , Rosires Deliza
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Abstract

The growing concern about the environmental impacts of livestock production has led to changes in consumers’ eating habits and the demand for technologies that promote a sustainable system. In Brazil, the concept brand “Low Carbon Brazilian Beef” (LCBB) was developed as a certification for beef from livestock systems that adopted specific practices to reduce enteric methane emissions. This study aimed to evaluate the impact of explanation on the meaning of LCBB on consumer intention to purchase of beef through rating conjoint analysis. An online questionnaire was applied in two experimental conditions: with explanation on the meaning of LCBB (n = 431) and no explanation on the meaning of LCBB (n = 423). Three label factors combined with different levels were considered: Price (low and high), LCBB seal (absent and present) and claim (sustainability claim, animal welfare claim, sensory claim and no claim). The results revealed that information about the meaning of LCBB increased consumers' purchase intention. In both experimental conditions, price was the most important factor, followed by claims and the LCBB seal. Different consumer segments were identified in the two experimental conditions with distinct purchase intention about the attributes present on the beef label. The findings suggest that explaining the meaning of a new sustainable technology is an important tool to raise awareness and guide consumers about sustainable livestock production; however, price is still an important factor influencing sustainable consumption.
信息重要吗?可持续性相关信息对消费者购买牛肉意向的影响
对畜牧业生产对环境影响的日益关注导致消费者饮食习惯的改变和对促进可持续系统的技术的需求。在巴西,开发了“低碳巴西牛肉”(LCBB)概念品牌,作为采用特定做法减少肠道甲烷排放的牲畜系统牛肉的认证。本研究旨在通过评级联合分析,评估LCBB含义解释对消费者牛肉购买意愿的影响。在两种实验条件下采用在线问卷,分别是有LCBB含义解释(n = 431)和无LCBB含义解释(n = 423)。考虑了三个不同层次的标签因素:价格(低和高),LCBB印章(缺失和存在)和声明(可持续性声明,动物福利声明,感官声明和无声明)。结果表明,关于LCBB含义的信息增加了消费者的购买意愿。在这两个实验条件下,价格是最重要的因素,其次是索赔和LCBB印章。在两种实验条件下,发现不同的消费者群体对牛肉标签上的属性有不同的购买意愿。研究结果表明,解释一项新的可持续技术的意义是提高认识和指导消费者可持续畜牧生产的重要工具;然而,价格仍然是影响可持续消费的重要因素。
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来源期刊
Meat Science
Meat Science 工程技术-食品科技
CiteScore
12.60
自引率
9.90%
发文量
282
审稿时长
60 days
期刊介绍: The aim of Meat Science is to serve as a suitable platform for the dissemination of interdisciplinary and international knowledge on all factors influencing the properties of meat. While the journal primarily focuses on the flesh of mammals, contributions related to poultry will be considered if they enhance the overall understanding of the relationship between muscle nature and meat quality post mortem. Additionally, papers on large birds (e.g., emus, ostriches) as well as wild-captured mammals and crocodiles will be welcomed.
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