Factors associated with consumer provision to buy beef with origin certification, Rio de Janeiro, Brazil

Abstract

The present study aimed to verify the influence of socioeconomic factors in the disposition of 400 consumers, from the city of Rio de Janeiro, RJ in purchasing beef with certification of origin and to verify the inherent characteristics of the product that help the consumer at the time of purchase, considering their prior knowledge about traceability and certification of origin. A descriptive analysis of all variables was performed and subsequently conducted univariate analysis by chi-square (x2) test.  The variables were added in the Generalized Estimating Equations (GEE) multiple logistic regression model, and for all variables in the final model (p ≤ 0.05) was calculated by the risk odds ratio (OR) adjusted to a range of 95% confidence. The respondents are willing to buy traced flesh, being mostly consumers with income above seven minimum wages; and are willing to pay up to 5% more for this product.  The most important intrinsic attributes in the decision when buying meat were the color, softness, and texture of meat, odor and little amount of fat. Most consumers of Rio de Janeiro never heard of meat with certification of origin or screened more quality, more flavorful and nutritious. One of the benefits cited by the majority of consumers with less education is that certificated meat has screened more quality, more flavorful and nutritious. The disadvantage reported by most women is that meat with certification entails an overvaluation of beef. However, respondents are willing to buy meat traced, being mostly male consumers; and are willing to pay up to 10% more for the product.