Beyond Labelling: Brand Perception in Preferences for Sustainable Pork Products

This study analyses the consumer purchase behaviour of sustainable pork products and their perceptions of brands, manufacturers and distributors. The growth of the world's population has been accompanied by an unprecedented increase in the volume of meat demand. This growing demand for sustainable meat products derived from the population's awareness of the need to develop sustainable consumption habits also means that the brand can play an essential role. Faced with this problem, it is surprising how academia has hardly allocated any resources to do research in the consumer segmentation field of meat products. Therefore, this study aims to identify whether there is a sufficiently significant cluster of consumers of meat products in the sustainability field, as well as to identify whether the brand is an influential factor in the purchase decision of these products. For this purpose, a cluster analysis combined with cross-tables has collected a sample of 12,016 Spanish consumers. The results show the existence of a particularly important cluster aligned with sustainability and how the brand influences its purchase decisions.