Brazilian Carbon Neutral Beef as an Innovative Product: Consumption Perspectives Based on Intentions’ Framework

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2021-11-22 DOI:10.1080/10454446.2022.2033663

T. Lucchese-Cheung, L. K. de Aguiar, Lilian Maluf de Lima, Eduardo Eugênio Spers, Filipe Quevedo-Silva, F. V. Alves, Roberto Giolo de Almeida

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引用次数: 5

Abstract

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.

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巴西碳中性牛肉作为一种创新产品:基于意图框架的消费视角

摘要在推出基于高度可持续性和环保生产原则的新牛肉品牌概念之前，巴西市场通过意向框架量表进行了调查。为了根据碳中和的生产原则确定消费和支付新品牌牛肉意愿的决定因素，使用探索性因素分析对1000份有效回复进行了评估。分层聚类分析确定了五类受访者。这些班级对夸大的道德和/或可持续性主张表现出普遍的怀疑态度，这些主张导致了拒绝或漠不关心，尤其是那些来自有孩子的低收入家庭的人。尽管如此，人们对良好的生产实践和产品创新总体上持积极态度。由此产生的类型学为巴西等市场的消费者提供了线索。牛肉链的利益相关者也可以进一步探索该数据集，特别是在新产品开发、定位和目标细分市场。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.