Consumer Assessment of Sustainability Traits in Meat Production. A Choice Experiment Study in Spain

Ali Eldesouky, Francisco J. Mesias and Miguel Escribano
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Ali Eldesouky: Department of Agricultural Economics, Faculty of Agriculture, Zagazig University, Sharkia 44511, Egypt
Francisco J. Mesias: Research Institute of Agricultural Resources (INURA), University of Extremadura, 06006 Extremadura, Spain
Miguel Escribano: Faculty of Veterinary Medicine, University of Extremadura, 10003 Extremadura, Spain

Sustainability, 2020, vol. 12, issue 10, 1-16

Abstract: Consumers are increasingly concerned about the way their food is produced. This is particularly relevant in the case of meat, due to the impacts that its production methods can have on greenhouse gas emissions and its role in climate change. In relation to this issue, the purpose of our research is to obtain more information on the consumer decision-making process for beef, in order to determine the relative importance of sustainability claims and traditional attributes, and identify consumer profiles with similar perceptions and intentions. A choice experiment was used to assess the influence of these attributes on consumers’ purchasing decisions. The results reveal that the best purchase choice for the consumer would be organic beef, produced in Spain, with an animal welfare label and eco-labelled. Later on, a cluster analysis was carried out using consumer beliefs and attitudes towards meat consumption as inputs, together with purchasing behaviour variables. A solution was obtained with three well-defined consumer segments showing different preference patterns: Cluster 1 (Male millennials indifferent towards environment or sustainability), Cluster 2 (Sustainability-concerned mature women) and Cluster 3 (Middle-aged meat eaters with established families). The results of this study are relevant to develop more appropriate strategies that may be adapted to the behaviour and expectations of eco-friendly food consumers.

Keywords: consumer preferences; beef; choice experiment (CE); willingness to pay; sustainable marketing; eco-friendly products; country of origin (COO); greenhouse gas emissions (GHG) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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