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

"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.