In search of a sustainable alternative for meat production: understanding the purchase intention of meat from transhumance origin

Abstract In recent years, meat production and consumption has become a topic of intense debate for environmental, animal welfare health reasons. Research on more sustainable alternatives to increased. Our goal is gain insight into the purchase from transhumance livestock explore main factors driving this process. This type respectful towards environment welfare, provides financial stability many rural families helps preserve an activity that part cultural heritage in areas. From methodological point view, we have adopted theoretical alphabet theory model proposed by Zepeda Deal 2009 explain behavior. For purpose, created two different models, one lamb beef meat. The data come online survey Spanish consumers. We applied structural equation modeling technique test suggested hypothesis. results allow us conclude suitable our data. level knowledge contextual factors, such as content fat or meat, impact creation attitudes farming, but demographic variables do not. both buying with designation origin at specialty retailers are habits positively influence intention. highly relevant help transhumant reach markets differentiate it other products.