Animal welfare and environmental impacts have been emphasized in the sustainable production of livestock. Labels are useful tools for clearly providing such attribute information to consumers. The aim of this study was to evaluate how human values influence consumer segments for beef with information on animal welfare and environmentally friendly production. Using a choice experiment, we examined whether animal welfare and environmentally friendly labels, country of origin and price impact consumer choice. As results, five heterogeneous consumer classes were identified using a latent class model: label conscious, domestic beef preferring, price conscious, animal welfare preferring and not interested in production method. Almost 90% of consumers were interested in and willing to pay for beef with animal welfare or environmentally friendly label. The classes with significant preferences for such labeled beef were affected by “openness to change”, “self-enhancement” and “security”. Improving consumer attitudes and strengthening consumer perception towards labeled beef by marketers and policy makers will be required.

在牲畜的可持续生产中强调了动物福利和环境影响。标签是用于将此类属性信息清楚地提供给消费者的有用工具。这项研究的目的是通过动物福利和环境友好型生产信息，评估人类价值观如何影响牛肉的消费者群体。通过选择实验，我们检查了动物福利和环保标签，原产国和价格是否会影响消费者的选择。结果，使用潜在类别模型识别了五个异类消费者类别：标签意识，家庭牛肉偏好，价格意识，动物福利偏好以及对生产方法不感兴趣。几乎90％的消费者对带有动物福利或环保标签的牛肉感兴趣并愿意为之付费。对此类标记牛肉有明显偏爱的阶层受到“开放的改变”，“自我增强”和“安全”的影响。市场营销人员和政策制定者需要改善消费者的态度并增强消费者对带标签牛肉的认识。