"低碳巴西牛肉":巴西人如何看待它?
Carla Machado de Araujo Lopes1, Juliana Cunha de Andrade2, Rosires Deliza3
1Instituto de Química da Universidade Federal do Rio de Janeiro, Avenida Athos da Silveira Ramos, 149 - bloco A, CEP 21.941-909, Cidade Universitária, Rio de Janeiro, RJ, Brazil.
Food research international (Ottawa, Ont.)
|January 8, 2025
概括
消费者根据人口统计和价值观对"低碳巴西牛肉" (LCBB) 的看法不同. 在女性和高收入群体中,环境关联更强烈,而年轻消费者则专注于感官属性.
科学领域:
- 消费者行为和营销科学
- 可持续的农业和粮食系统
- 环境科学与气候变化缓解
背景情况:
- "低碳巴西牛肉" (LCBB) 品牌旨在认证减少甲排放的畜牧系统.
- 了解消费者看法对于促进可持续牛肉消费和相关技术至关重要.
- 消费者对可持续产品的态度受到各种社会人口和行为因素的影响.
研究的目的:
- 调查巴西消费者对LCBB品牌概念的看法.
- 为了分析消费者与LCBB的关联,使用自由词汇关联.
- 评估社会人口结构,绿色消费价值和牛肉消费频率如何影响这些协会.
主要方法:
- 在巴西里约热内卢,对851名牛肉消费者进行了在线调查.
- 采用自由词汇关联技术,收集消费者对LCBB的看法.
- 使用统计分析来评估社会人口统计学变量和消费模式的影响.
主要成果:
- LCBB通常与消费,方面,积极感知,环境,感官属性,健康,营养,生产系统和经济因素有关.
- 根据社会人口统计学特征,绿色消费值和牛肉消费频率 (p ≤0.05) 观察到人们对牛肉的看法存在显著差异.
- 环境协会在女性,老年人 (46-55岁),高收入/教育群体,常规消费者和具有高绿色价值的群体中更为普遍. 年轻的消费者 (18-35岁) 收入/教育较低,偶尔消费,专注于感官和快乐的属性.
结论:
- 消费者对LCBB的看法是多方面的,并受到个人特征和价值观的影响.
- 可以根据他们与LCBB品牌的关联来确定不同的消费者群体.
- 调查结果可以为有针对性的沟通和营销策略提供信息,以促进可持续的牛肉技术和消费.
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