Socioeconomic factors associated with the perception and attitude of consumers toward traced meat in Contagem, Minas Gerais, Brazil

The aim of this study was to analyze knowledge related to bovine traceability and to profile the perception and attitude of consumers toward traced beef in Contagem, Minas Gerais, Brazil; in addition to verifying which socioeconomic factors are related to purchasing decisions regarding traced meat. The variables were described and a multiple model Generalized Estimating Equations (GEE) logistic regression was elaborated to identify possible associations between the socio-economic characteristics of consumers and the key attributes of meat that influence their decision to purchase it. Data were accumulated through interviews of 400 consumers in April 2012. The presence of the stamp of the Brazilian Federal Inspection Service (SIF) on the product was the attribute that most influenced the consumers’ purchasing decisions. The majority of the interviewed people had never heard about beef traceability. Among those who had heard about it, most were willing to pay more for traced meat. However, there are disadvantages associated with traceability, mainly in relation to increased meat price. Consumers with higher levels of education and income had a better understanding of this type of certification; moreover, higher monthly incomes were associated with greater consumer willingness to pay more for traced meat