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Consumer perception of Brazilian traced beef

By Júlio Otávio Jardim Barcellos, Alexandre de Melo Abicht, Fernanda Scharnberg Brandão, Maria Eugênia Andrighetto Canozzi and Fernando Carbonari Collares

Abstract

The objective of this study was to determine consumers understanding of beef traceability, identifying how consumers value this meat and traceability elements to be presented on retail shelves. The method used in this study was a survey through the internet applying the Sphinx software. The sample consisted of 417 consumers, mostly living in Porto Alegre, Brazil. Consumers are aware of certified beef, consider it important, but this is not a demand. As to traced beef, most consumers (62.4%) are in favor of mandatory traceability of beef cattle in Brazil, but 86.6% disagree with the destination of traced beef only to the foreign market. The majority of people are willing to pay more for traced beef and consider traceability a market opportunity, used as a differentiating tool

Topics: agribusiness, certification, differentiation, quality, traceability, Animal culture, SF1-1100, Agriculture, S, DOAJ:Animal Sciences, DOAJ:Agriculture and Food Sciences
Publisher: Sociedade Brasileira de Zootecnia
Year: 2012
DOI identifier: 10.1590/S1516-35982012000300041
OAI identifier: oai:doaj.org/article:6df754d089f3440dbbb4044a5d75cfbf
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