Role of sustainability attributes and occasion matters in determining consumers' beef choice

This study aims to evaluate the influence of socio-environmental attributes on the purchase intention of and the willingness to pay for beef, based on data from Brazilian consumers, using a discrete choice analysis model. Different consumption situations were analysed to check the influence of functional versus recreational/hedonic beef choice. Sixteen (16) hypothetical products were generated in eight (8) scenarios regarding the different socio-environmental attributes of beef. The findings confirm the importance of animal welfare and traceability in the decision-making process for beef purchase. The frequency of consumption, gender, and the presence of a known/familiar brand also influence the beef choice when making a functional (day-to-day) purchase, compared to a recreational/hedonic (barbecue) purchase. The study suggests that the beef industry and retailers should better explore various aspects of greenhouse gas emissions and animal welfare and highlight them in their communication strategies. Investigating the trade-offs between socio-environmental attributes allows a more indepth evaluation of these attributes and contributes to the literature.

Automated summary

The study evaluates the influence of socio-environmental attributes on beef purchase intention and willingness to pay using a discrete choice analysis model. Factors such as animal welfare, traceability, consumption frequency, gender, and brand familiarity were found to impact beef choice in different consumption situations. The study suggests that highlighting aspects like greenhouse gas emissions and animal welfare in communication strategies can help the beef industry better cater to consumer preferences.