Alice Munz Fernandes, Lucas Teixeira Costa, Odilene de Souza Teixeira, Francisca Viviane dos Santos, Jean Philippe Palma Revillion and Ângela Rozane Leal de Souza
The purpose of this paper is to analyze the attitudes of meat consumers in Rio Grande do Sul, Brazil, concerning cultured meat. This State is characterized by its strong cultural…
Abstract
Purpose
The purpose of this paper is to analyze the attitudes of meat consumers in Rio Grande do Sul, Brazil, concerning cultured meat. This State is characterized by its strong cultural identity and social practices, barbecue being its typical dish.
Design/methodology/approach
The authors applied a cross-sectional survey with meat consumers residing in Porto Alegre/RS, the sample of which, composed of 538 individuals, expressed the population heterogeneity. The data were analyzed using the Pearson chi-square, Cramer's V, and correspondence analysis.
Findings
The results demonstrate that although six of ten people were willing to try cultured meat, only four of them responded positively to the willingness to consume it over conventional meat. Young individuals demonstrated a favorable attitude towards the product, expressing a greater propensity both to try it and to include it in the diet regularly. However, the rejection of cultured meat gradually intensified after 40 years old. The previous knowledge and familiarity with the investigated subject are not predictive of the intention of experimentation so that almost two-thirds of the individuals who did not know the product were positively willing to try it.
Originality/value
Despite the recent intensification of studies about consumer behavior towards cultured meat, its analysis in a context in which meat historically plays a fundamental role in socioeconomic development is still little explored. The originality of our research is circumscribed by the understanding of the behavior of meat consumers, members of a culture where it plays a central role.
Details
Keywords
Valéria da Veiga Dias, Marcelo da Silva Schuster, Edson Talamini and Jean Philippe Révillion
The alternative food markets are growing and despite the evidences of heterogeneity and of organic food consumers’ special features, little has been done to develop a scale to…
Abstract
Purpose
The alternative food markets are growing and despite the evidences of heterogeneity and of organic food consumers’ special features, little has been done to develop a scale to measure loyalty to this market. The purpose of this paper is to propose and validate a scale based on consumers’ loyalty literature and on the particular features of the organic market.
Design/methodology/approach
Data from 604 consumers were obtained through a web-based survey, which was used to analyze the structural equation in the AMOS software, in order to validate the proposed scale model.
Findings
A one-dimensional validated scale consisting of eight questions and showing high composite reliability level (0.95) was used to measure consumer loyalty to organic food. The herein used sample presented mean True Organic Loyal (4.36) and standard deviation (0.62); these values depict Brazilians high loyalty to this food type.
Research limitations/implications
The research was conducted and validated in Brazil and it can be replicated within the country as well as be transculturally validated.
Originality/value
The main contribution of the current study is the development and validation of a scale named scale of consumer loyalty for organic food. The suggested interpretation ranges from non-loyal to true organic loyal consumers and it helps understanding organic food consumers’ behavior. This research took under consideration consumers of any sort of organic food as well as consumers of regular food markets (farmer’s markets, supermarkets, collective groups, shops and internet).