Profile of Brazilian consumer willing to pay for environmentally sustainable animal production practices

There is growing consumer concern about more sustainable food production methods with lower impact on the environment and human health, particularly consumers in countries with greater per capita income. In Brazil, there is no research on the profile of meat consumers in relation to this attribute of the product. This study aims to identify the consumer profile willing to pay for sustainable beef production methods. A cross-section database with 402 observations in the Brazilian territory comprises the sample used for the hypothesis test (chi-square). The results show that the profile is restricted to a niche of consumers with high income, high schooling, greater age, female, consumer who values the quality of the meat in detriment of the price at the time of purchase and consumer who pays more attention to the quality information on the product label. The results suggest that there is opportunity for the food industry to communicate the attribute on more sustainable food production methods as an additional to the other attributes of the meat.