Analysis of Determinants of Envitonmrntal Awareness Among Beef Consumers

Objective: The objective of this study is to analyze the determinants of environmental awareness among beef consumers in Brazil, focusing on the acceptance of the Carbon Neutral Beef label. Theoretical Framework: The literature review covers the growing consumer concern for sustainability and animal welfare. The concept of Carbon Neutral Beef, developed by EMBRAPA, is discussed as a strategy to mitigate methane emissions in livestock production. Previous studies indicate that factors such as education, income, and environmental awareness influence consumers' willingness to pay more for sustainable beef. Method: The research employed a quantitative approach, applying a survey to beef consumers in Brazil. A total of 256 completed questionnaires were analyzed, and the data were processed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The Tobit econometric model was employed to identify the determinants of consumers' environmental awareness. Results and Discussion: The results show that most consumers prefer beef with sustainability attributes, influenced by income, education, and concern for the environment. The Tobit model indicated that variables such as educational level and household income are significant determinants of environmental awareness. These consumers are willing to pay more for beef that respects the environment and animal welfare. Research Implications: The study provides insights for the beef industry on the importance of adopting sustainable production practices. Originality/Value: The study provides insights for the beef industry on the importance of adopting sustainable production practices.