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The Carne Carbono Neutro Accordance to Brazilian Consumers’ Attitude towards Beef

descriptionPublicationkeyboard_double_arrow_right Article , Journal 01 Jan 2020 English Publisher:International Journal on Food System DynamicsJournal:International Journal on Food System Dynamics, volume 11, pages 360-376 (issn: 1869-6945,

Authors: D. J. Bungenstab; Cesare Zanasi; Cosimo Rota; Camilla Rabboni; Valdemir Antônio Laura;

doi: 10.18461/ijfsd.v11i4.60 , 10.22004/ag.econ.346021

The Carne Carbono Neutro Accordance to Brazilian Consumers’ Attitude towards Beef

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Abstract

The Brazilian project Carne Carbono Neutro (CCN) assumes that a more sustainable beef will increase its value for the consumers. The paper aims to verify this assumption and to suggest a communication strategy supporting the CCN valorization. An online survey involving 506 Brazilian consumers showed three different classes of consumers with significantly different attitudes towards environmental issues. Price and quality always strongly influence their demand for beef. A communication campaign should focus on the CCN lower beef environmental impact and beef price/quality issues. Social media on internet and education programs in schools and different institutions should be used.

International Journal on Food System Dynamics, Vol 11, No 4 (2020)

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Keywords

communication, Livestock Production/Industries, Brazil; beef; sustainability; integrated crop-livestock-forestry; communication, integrated crop-livestock-forestry, sustainability, beef, Sustainability, Brazil

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