Consumers willing to pay a premium for sustainable beef

Brazilian consumers are willing to pay more for sustainable beef products, according to a thesis from the University of Florida authored by Brazilian journalist Shenara Pantaleão Ramadan.

The study found that respondents would pay up to 10% more, motivated by messages tied to biodiversity preservation.

The research examined the general perceptions of 114 residents of São Paulo about cattle farming in the Amazon, sustainable beef production in the Legal Amazon, and how information about environmentally responsible products is conveyed to the public, as reported by Money Times.