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

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.