| Consumers’ motivations and behaviour towards food safety, animal welfare and the environment in beef production and beef products were discussed in several focus groups, within a broader research program aiming at determining Portuguese consumers’ willingness to pay for safer, cleaner and animal friendlier beef. Regarding the supply context, food safety, animal welfare and environmental protection are, to some extent, jointly produced within beef production systems. From the demand perspective there are also reasons to believe consumers aren’t able to separately value each one of these outputs of beef production. Due to considerable difficulties in production costs allocation as well as willingness to pay valuation, there are therefore reasons to jointly... |
