01960naa a2200301 a 450000100080000000500110000800800410001902400550006010000240011524501400013926000090027952010520028865000200134065000110136065000220137165000240139365000090141765000120142665000100143865300190144870000210146770000190148870000170150770000220152470000170154670000220156377300730158521503932022-12-27       2021    bl uuuu     u00u1 u    #d7 ahttps://doi.org/10.1080/10454446.2022.20336632DOI1 aLUCCHESE-CHEUNG, T.  aBrazilian Carbon Neutral Beef as an innovative productbconsumption perspectives based on intentions' framework.h[electronic resource]  c2021  aABSTRACT - Before launching a new beef brand concept based on high sustainability and environmental production principles, the Brazilian market was tested using a survey informed by Intentions? Framework scales. To identify the determinants of the willingness to consume and pay for a new brand of beef based on Carbon-Neutral production principles, 1,000 valid responses were evaluated, using Exploratory Factor Analysis. A Hierarchical Cluster Analysis identified five classes of respondents. The classes showed general skepticism regarding exaggerated ethical and/or sustainability claims which led to rejection or indifference, particularly of those from lower income families with children. Despite this, there was an overall positive attitude toward good production practices and product innovation. The resulting typology throws a light onto consumers in markets such as Brazil or similar. The dataset could be also further explored by stakeholders in beef chain, particularly in new product development, positioning and targeting segments.  aAnimal branding  aCarbon  aConsumer behavior  aMarket segmentation  aMeat  aCarbono  aCarne  aCarbono neutro1 aAGUIAR, L. K. de1 aLIMA, L. C. de1 aSPERS, E. E.1 aQUEVEDO-SILVA, F.1 aALVES, F. V.1 aALMEIDA, R. G. de  tJournal of Food Products Marketinggv. 27, n. 8/9, p. 384-398, 2021.