In this research the importance of several choice attributes of beef for Piedmontese consumers was examined. The survey was conducted on a sample of consumers in sixteen meat stores in Piedmont, Northwest Italy. A choice experiment (Best-Worst scaling methodology) was used to identify consumer preferences and five clusters of purchaser. The responses were also analyzed on the basis of two variables, the frequency of meat consumption and the place of purchase. Piedmontese consumers considered "price" as the most important factor in meat purchasing, but "animal welfare" considerations played some part too.
Keywords: Animal welfare; Beef meat; Best worst analysis; Choice factors; Consumer; Price.
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