The aims of this study were to establish a relationship between consumers’ socioeconomic aspects, key meat attributes, and consumer perception and conduct toward traced beef in Brazil. The authors applied a structured form in 52 supermarkets in eight Brazilian cities, through interviews with 2.949 consumers, in 2012. Federal or state inspection stamp was the attribute that most influenced the consumers’ purchase decision (14.1%). Most of the interviewees (57.3%) had never heard about bovine traceability. Among those who had heard about bovine traceability, 63.2% would be willing to pay more for beef with certified origin. Consumers with higher education and income had a better knowledge about this type of certification, as well as older consumers, and therefore they would be willing to pay more for certified beef. This research suggests that educational level was the reason that most influenced Brazilian consumers during beef purchase.
Fatores associados à percepção e atitude de consumidores de carne bovina com certificação de origem em Uberlândia, Minas Gerais O objetivo deste estudo foi verificar os fatores socioeconômicos relacionados com a decisão de compra de carne com certificação de origem, além de levantar os perfis de percepção e de atitude dos consumidores de carne bovina, em Uberlândia, MG. Foi realizada a descrição das variáveis e construído um modelo múltiplo Generalized Estimating Equations (GEE) de regressão logística, para testar as possíveis associações entre as características socioeconômicas dos consumidores e os principais atributos da carne que influenciam a decisão sobre sua compra. As informações foram levantadas por meio de entrevistas com 213 consumidores, de abril a maio de 2012. A presença do carimbo do serviço de inspeção federal (SIF) ou estadual é o atributo que mais influencia a decisão de compra dos consumidores. A maioria dos entrevistados já ouviu falar sobre rastreabilidade bovina. Dentre estes, a maior parte está disposta a pagar mais pela carne com certificação de origem. Apesar disso, muitos consideram que o aumento do preço da carne é uma desvantagem da rastreabilidade. Consumidores com maior grau de escolaridade e renda apresentaram melhor conhecimento sobre este tipo de certificação, sendo esses fatores os de grande influência sobre a aceitação dos consumidores em pagar mais caro pela carne bovina rastreada. Palavras Factors associated with perceptions and attitude of consumers of beef with certificate of origin in Uberlândia, Minas Gerais, BrazilThe aim of this study was to verify the socioeconomic factors related to the decision to purchase beef with certificate of origin, as well as raise the profile of perception and attitude of consumers of beef in Uberlândia/MG. We performed a description of the variables and built a Generalized Estimating Equations (GEE) model of logistic regression to identify possible associations between the socio-economic characteristics of the consumers and the main attributes of the beef that influence its purchase. The information was gathered through interviews with 213 consumers, from April to May, 2012. The presence of the seal from the Federal Inspection Service (SIF) or the State Inspection Service (SIE) is the attribute that has more influence on the consumers' decision to purchase beef. Most respondents had already heard about bovine traceability. Among these, most would be willing to pay more for beef with certificate of origin. However, the majority consider that there are disadvantages associated with traceability, especially in relation to the increase in the price. Consumers with higher education and income had more knowledge about this type of certification, and these factors are of great influence on the consumers' willingness to pay more for traced beef.
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