Open Conference Systems, 16th SGBED & XII ESPM International Conference in Management

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Consumption Occasion, choice and willingness to pay for sustainable attributes on Beef
Pedro Carvalho Burnier

Last modified: 2019-03-25


Sustainable consumption can be the result of a decision-making process that considers not only the individual needs of consumers (related to taste, price and convenience) but also attitudes towards social responsibility, sustainable labelling and sustainable food production. This paper evaluates the influence of the socio-environmental dimension on the purchase intention and the desire to pay for beef with sustainable attributes. Based on a Discrete Choice Analysis Model, sixteen (16) hypothetical products were generated and eight (8) scenarios were evaluated to measure the Probability of Choice (POC) and the Willingness to Pay (WTP) regarding different socio-environmental attributes of beef. The innovative aspect of this research is to propose an evaluation of the influence of attributes exclusively related to socio-environmental sustainability and the willingness to pay (WTP) for beef, assessing consumers from Brazil, a developing country with significant production and consumption of this product. With regard to the sustainability attributes included in the study, one is related to the animal itself (animal welfare); others are related to the production process (traceability), effects on the environment (greenhouse gas emissions - CO2) and finally to the product itself (as a sustainable brand). Different consumption situations were analysed to check the influence of functional versus recreational/hedonic beef choice. The findings confirm the importance of the attributes animal welfare and traceability in the decision making process of beef purchase. The study also indicates that presence of a known brand, influence the choice of beef in a functional (day-by-day) purchase when compared to a hedonic purchase. Results suggest that the beef industry and retailers should better explore the aspects of carbon emissions and animal welfare on their communication strategies. Investigating the trade-offs between socio-environmental attributes allows a more in-depth evaluation of these attributes and contributes to the existing literature.



Keywords: Sustainability. Beef. Attributes. WTP. Consumers. Choice.


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