de Barcellos, Marcia Dutra5; Kügler, Jens Oliver4; Saab, Maria Stella Melo4; Krystallis, Athanasios5; Grunert, Klaus G.5
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 unknown5 Department of Management, Aarhus BSS, Aarhus University
A comparison with European realities
The objective of this study is to map Brazilian citizen attitudes towards pig meat production systems and to investigate whether these attitudes associate with pork and pork product consumption. A conjoint experiment was carried out with empirical data collected from 475 respondents interviewed in southern and central-western states of Brazil. The experiment was based on the following pig farming characteristics: farm size, floor type, efforts to protect soil, air and water, fat content, and pork quality. The results of the conjoint analysis were used for a subsequent cluster analysis in order to identify Brazilian citizen clusters. Respondents' socio-demographic profile, attitudes towards issues that are expected to influence the way how people evaluate pig meat production systems, and consumption frequency of various pork products were used as background information for profiling. Three clusters were identified as "average", "environmental conscious" and "tradition and animal welfare-oriented" citizens. Although attitudes towards environment and nature were indeed related to citizens' specific attitudes towards pig farming at the cluster level, the relationship between citizenship and consumption behaviour was found to be weak. As it was suggested for Europe (Krystallis et al., 2009), what people think in their role as citizens related to pig production does not appear to significantly influence their pork consumption choices.