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