This study aims to identify the marginal impact of introducing a signal attribute of pasture-raised beef on consumer willingness to pay (WTP) for other independent attributes.,The study is divided into two steps. The first, qualitative, consisted of investigating the values consumers have regarding beef production. To this end, 52 interviews with Brazilian and US consumers were conducted using laddering. In the second, quantitative, six experiments, (face to face and online) with 267 consumers of beef were performed.,As a result, the main value found for the Brazilians was security, while for the Americans was self-direction. For consumers, the WTP for animal welfare was the most important in the choice experiments where this information was present.,These findings offer an alternate beef differentiation, enabling it to be sold with higher added value by integrating these.

中文翻译：

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信号属性对牧场饲养牛肉支付意愿的影响

本研究旨在确定引入牧场饲养牛肉的信号属性对其他独立属性的消费者支付意愿 (WTP) 的边际影响。该研究分为两个步骤。第一个是定性的，包括调查消费者对牛肉生产的价值观。为此，使用阶梯法对巴西和美国消费者进行了 52 次访谈。在第二个定量的 6 个实验中，（面对面和在线）对 267 位牛肉消费者进行了。结果，巴西人发现的主要价值是安全性，而美国人发现的主要价值是自我指导。对于消费者来说，动物福利的支付意愿在提供此信息的选择实验中是最重要的。这些发现提供了另一种牛肉区分，