“Low Carbon Brazilian Beef”: How is it perceived by Brazilians?

[Display omitted] •“Low Carbon Brazilian Beef” was associated with positive perception and environment.•Socio-demographic traits and green consumption values influenced perception.•Regular consumers of beef associated LCBB with the environment.•Occasional consumers of beef highlighted consumption and culinary preparations.•Different identified consumer’s niches may help guiding communication strategies. “Low Carbon Brazilian Beef” (LCBB) represents a Brazilian concept brand that certifies livestock systems adopting specific technical guidelines to minimize methane gas emissions from cattle. Understanding consumers’ perceptions of this brand concept can help develop strategies to promote its consumption. The objective of this study was to investigate the perception of Brazilian consumers living in the state of Rio de Janeiro regarding the LCBB through free word association and to evaluate the influence of socio-demographic variables, green consumption values and frequency of beef consumption in associations. To this end, an online study was conducted with 851 beef consumers. The LCBB was frequently associated to the dimensions “Consumption and culinary preparations”, “Positive perceptions”, “Associations with the environment”, “Sensory attributes”, “Health and nutrition”, “Production system” and “Economic aspects”. Socio-demographic characteristics, green consumption values and frequency of beef consumption significantly influenced consumer perception (p ≤ 0.05). Associations with the environment were more frequently mentioned by women, individuals aged 46–55, those with higher educational and income levels, regular beef consumers, and individuals with high values of green consumption. On the other hand, individuals aged between 18 and 35 years, with lower levels of education and income, as well as those with occasional beef consumption and lower green consumption values, associated LCBB more frequently with sensory and hedonic attributes of the meat. These results may be relevant for identify different consumer niches for LCBB and for guide the development of communication and marketing strategies that contribute to the adoption of this sustainable technology.