Abstract The aim of this study was to identify, from questionnaire responses, the way Brazilian consumers perceive natural coloured sheep and their products, and to seek information that might assist in the development of this production chain. The responses of 503 consumers were analysed through the use of objective questions, and assigning scores or importance to different factors, as well as free word association. The terms that were most recalled by the respondents were subdivided into dimensions and categories. Through word association, it was found that the dimensions wool (47.9 %), hedonic attitudes/feelings (37.0 %), colouring (35.2 %) and skin (32.8 %) were the most mentioned when the consumers thought of natural coloured sheep. Wool (60.3 %), sustainability (54.6 %), hedonic attitudes/feelings (52.9 %), production chain (39.7 %), skin (35.0 %) and marketing (32.0 %) were the most remembered in relation to products from natural coloured animals. Products made from the wool and/or skin were the most mentioned. Creating a seal of certification, and the adoption of marketing strategies were the principal methods suggested by the consumers for boosting and consolidating the production chain. Consumers associate natural coloured products with environmentally friendly production processes and are willing to pay more for certified products.

中文翻译：

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消费者对天然彩色绵羊生产链产品的认知

摘要 本研究的目的是从问卷调查中确定巴西消费者对天然彩色绵羊及其产品的看法，并寻求可能有助于该生产链发展的信息。503名消费者的回答通过使用客观问题、不同因素打分或重要性、自由联想等方式进行分析。将受访者回忆最多的术语细分为维度和类别。通过词联想，发现当消费者想到天然彩色绵羊时，羊毛（47.9%）、享乐态度/感觉（37.0%）、颜色（35.2%）和皮肤（32.8%）这三个维度被提及最多。羊毛 (60.3 %)、可持续性 (54.6 %)、享乐态度/感受 (52.9 %)、生产链 (39.7 %)、皮肤 (35.0%) 和营销 (32.0%) 是与天然有色动物产品相关的最容易记住的。由羊毛和/或皮革制成的产品被提及最多。建立认证印章，采用营销策略是消费者提出的促进和巩固生产链的主要方法。消费者将天然有色产品与环保生产流程联系在一起，并愿意为获得认证的产品支付更多费用。而营销策略的采用是消费者提出的促进和巩固生产链的主要方法。消费者将天然有色产品与环保生产流程联系在一起，并愿意为获得认证的产品支付更多费用。而营销策略的采用是消费者提出的促进和巩固生产链的主要方法。消费者将天然有色产品与环保生产流程联系在一起，并愿意为获得认证的产品支付更多费用。