Fire Eaters: Exploring Consumer Preferences for Labeling Extensive Livestock Products Providing Wildfire Prevention Services
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Date
2022-05-07
Authors
Soy-Massoni, Emma
Uyttewaal, Kathleen
Prat-Guitart, Núria
Varela, Elsa
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Abstract
Extensive livestock grazing has proved to be a valuable tool to reduce wildfire risk in
Mediterranean landscapes. Meat from herds providing wildfire prevention services exhibit sustainability traits that can appeal to ethical consumers and find a suitable niche in local markets. This
study assesses the preferences of a consumer sample in the province of Girona (north-eastern Spain)
for different lamb meat labeling options from herds providing wildfire prevention services. The aim
is to disentangle consumer profiles, providing evidence for improved product labeling. This may
increase the added value and the viability of small farms providing this service. Employing a latent
class modeling approach, we explore how meat consumption patterns and socioeconomic features
may contribute to explain preferences for different meat labeling options. Our results have identified three consumer profiles: traditional rural consumers relying on trust with producers, younger
consumers more akin to new labeling schemes, and urban consumers that support local butchers
as a trusted information source. Different labeling mechanisms may work in a complementary way
to arrive to different audiences of potential consumers. Geographical indication labels can serve as
a good departure point, complemented with information cues on environmental factors related to
wildfire protection.
Citation
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Land, 2022, vol. 11, núm. 5, p. 700