RESUMO
The aim of this cross-cultural survey conducted in a developed country (Spain, nâ¯=â¯1455) and an emerging country (Mexico, nâ¯=â¯833), was to analyse how meat consumers perceive farm animal welfare and how these perceptions and attitudes can be convergent or divergent. The intercultural comparison shows that animal welfare is a convergent value between Mexicans and Spaniards. However, the importance of animal welfare for consumers varies according to sociodemographic variables such as gender, rural or urban origin, educational level and age. The motivations of consumers in both countries to build this convergence around the overall importance on farm animal welfare are divergent. For Spaniards, animal welfare seems to be a legal, administrative, and verifiable reality that must be profitable to society. In contrast, for Mexican consumers, animal welfare is still an aspirational ideal. Despite this, such divergences may end up building large consensus that are transformed into a stable added value of the market for meat products.
Assuntos
Bem-Estar do Animal , Comportamento do Consumidor , Comparação Transcultural , Adulto , Criação de Animais Domésticos , Atitude , Feminino , Humanos , Masculino , Carne , México , Pessoa de Meia-Idade , Fatores Socioeconômicos , Espanha , Inquéritos e QuestionáriosRESUMO
The study aim was to identify consumer segmentation based on nonhuman animal welfare (AW) attitudes and their relationship with demographic features and willingness to pay (WTP) for welfare-friendly products (WFP) in Mexico. Personal interviews were conducted with 843 Mexican consumers who stated they purchased most of the animal products in their home. Respondents were selected using a quota sampling method with age, gender, education, and origin as quota control variables. The multivariate analysis suggested there were three clusters or consumer profiles labeled "skeptical," "concerned," and "ethical," which helped explain the association between AW attitudes, some demographic variables, and WTP for WFP. This study is one of the first to address consumer profiling in Latin America, and the findings could have implications for the commercialization of WFP. Hence, customers should receive information to consider welfare innovations when deciding to purchase animal products. The growth of the WFP food market establishes an element of a far more multifaceted phenomenon of sustainable consumption and support of a new paradigm called responsible marketing in emerging markets such as Mexico.