Factors associated with perceptions and attitude of consumers of meat with certification of origin

ABSTRACT. Bruhn F.R.P., Lopes M.A., Faria P.B., Junqueira L.V. & Rocha C.M.B.M. [Factors associated with perceptions and attitude of consumers of meat with certification of origin.] Fatores associados à percepção e atitude de consumidores de carne bovina com certificação de origem. Revista Brasileira de Medicina Veterinária 37(4):371-378, 2015. Departamento de Medicina Veterinária, Universidade Federal de Lavras, Campus Universitário, Caixa Postal 3037, Lavras, MG 37200-000, Brasil. Email: fabio_rpb@yahoo.com.br The aim of this study was to determine which socioeconomic factors are related to the decision to purchase meat with certification of origin, as well as raising the profile of perception and attitude of consumers of beef in Cuiabá, MT. We performed a description of the variables and built Generalized Estimating Equations (GEE) logistic regression model using the statistical package SPSS 18.0, to identify possible associations between socio-demographic characteristics and other variables raised through interviews among 418 respondents in March 2012. The place of acquisition of the flesh was the attribute that most influences the purchasing decisions of consumers. Most respondents never heard about bovine traceability. Among those who have heard about traceability, most would be willing to pay more for meat with certification of origin, although considering that there are disadvantages associated with traceability, especially in relation to the increase in the price of meat. Consumers with higher education and income were more knowledgeable about this type of certification, and these factors are of great influence on the acceptability of consumers to pay more for traced beef.