文章基本信息

标题：The influence of signal attributes on the willingness to pay for pasture-raised beef
其他标题：The influence of signal attributes on the willingness to pay for pasture-raised beef
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作者：Juliana Chini ; Eduardo Eugênio Spers ; Hermes Moretti Ribeiro da Silva 等
期刊名称：RAUSP Management Journal
印刷版ISSN：2531-0488
出版年度：2020
卷号：55
期号：4
页码：435-456
DOI：10.1108/RAUSP-02-2019-0020
摘要：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.
关键词：Experiment;Consumer;Beef;International marketing;Attributes