Abstract

BARRAGAN-HERNANDEZ,, WILSON; MAHECHA-LEDESMA,, LILIANA; OLIVERA-ANGEL,, MARTHA  and  ANGULO-ARIZALA,, JOAQUÍN. How consumers assess beef quality cues and the willingness to purchase?. Rev.Bio.Agro [online]. 2021, vol.19, n.1, pp.167-179. ISSN 1692-3561.  https://doi.org/10.18684/bsaa(19)167-179.

Beef consumer's perception is complex and demands multivariate analyses to understand their structure and concept. This study aimed to evaluated beef consumer's perception and willingness to pay related to nutritional information. A total of 400 of structured surveys were applied. Surveyed were requested for information related to socioeconomic status and their perception about intrinsic and extrinsic beef cues, healthy consumption, nutritional information and willingness to pay, on a Likert scale. A structural equation model (SEM) and Chi-square were used to analyze. SEM showed a successful fit (CFI=0,978, RMSEA=0,17). The beef consumer's perception was conceptualized as intrinsic (color, tenderness, and water holding capacity), extrinsic (price, animal welfare, and trusted), and healthy consumption. Women, consumers between 37 and 55 years old, and employees were consumers with a better beef quality concept.

Keywords : Meat quality; Consumers; Consumption expectations, Purchase perception; Preference.

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