The influence of signal attributes on the willingness to pay for pasture-raised beef. Issue 4 (4th November 2020)

• Record Type: Journal Article
• Authors: Chini, Juliana; Spers, Eduardo Eugênio; Silva, Hermes Moretti Ribeiro da; Oliveira, Mirella Cais Jejcic de
• Is Part Of: RAUSP Management Journal. Volume 55:Issue 4(2020)
• Page Start: 435
• Page End: 456
• Publication Date: 2020-11-04
• Subjects: Experiment -- Consumer -- Beef -- International marketing -- Attributes; Management science -- Periodicals; Management -- Periodicals; Operations research -- Periodicals; Management; Management science; Operations research; Electronic journals; Periodicals
• DOI: 10.1108/RAUSP-02-2019-0020
• Languages: English
• ISSNs: 2531-0488

Abstract

Abstract : Purpose: This study aims to identify the marginal impact of introducing a signal attribute of pasture-raised beef on consumer willingness to pay (WTP) for other independent attributes. Design/methodology/approach: The study is divided into two steps. The first, qualitative, consisted of investigating the values consumers have regarding beef production. To this end, 52 interviews with Brazilian and US consumers were conducted using laddering. In the second, quantitative, six experiments, (face to face and online) with 267 consumers of beef were performed. Findings: As a result, the main value found for the Brazilians was security, while for the Americans was self-direction. For consumers, the WTP for animal welfare was the most important in the choice experiments where this information was present. Originality/value: These findings offer an alternate beef differentiation, enabling it to be sold with higher added value by integrating these.