The influence of signal attributes on the willingness to pay for pasture-raised beef

Abstract

Purpose This study aims to identify the marginal impact of introducing a signal attribute of pasture-raised beef on consumer willingness to pay (WTP) for other independent attributes. Design/methodology/approach The study is divided into two steps. The first, qualitative, consisted of investigating the values consumers have regarding beef production. To this end, 52 interviews with Brazilian and US consumers were conducted using laddering. In the second, quantitative, six experiments, (face to face and online) with 267 consumers of beef were performed. Findings As a result, the main value found for the Brazilians was security, while for the Americans was self-direction. For consumers, the WTP for animal welfare was the most important in the choice experiments where this information was present. Originality/value These findings offer an alternate beef differentiation, enabling it to be sold with higher added value by integrating these.

Investimentos Para Implantação De Sistema Bem-Estar Animal Em Bovino De Recria-Engorda a Pasto E Confinado

“…O momento também é marcado por preocupações éticas sobre a qualidade de vida vivenciada pelos animais, particularmente aqueles utilizados para a produção de carne (Estévez-Moreno et al, 2022;Hansen & Østerås, 2019). Consequentemente, há necessidade de se atender às aspirações emergentes do mercado consumidor (Kells, 2021), associado a Willingnessto-pay, que consiste na disposição do consumidor a pagar um diferencial quando reconhecida a característica creditícia (Chini et al, 2020).…”

“…Além da credibilidade das informações, as decisões de consumo também são influenciadas pelos valores de comercialização (Chini et al, 2020).…”