Brazilian Carbon Neutral Beef as an Innovative Product: Consumption Perspectives Based on Intentions’ Framework

Before launching a new beef brand concept based on high sustainability and environmental production principles, the Brazilian market was tested using survey informed by Intentions’ Framework scales. To identify determinants of willingness to consume pay for Carbon-Neutral 1,000 valid responses were evaluated, Exploratory Factor Analysis. A Hierarchical Cluster Analysis identified five classes respondents. The showed general skepticism regarding exaggerated ethical and/or claims which led rejection or indifference, particularly those from lower income families with children. Despite this, there an overall positive attitude toward good practices product innovation. resulting typology throws light onto consumers in markets such as Brazil similar. dataset could be also further explored stakeholders chain, development, positioning targeting segments.