Sustainable Meat: Looking through the Eyes of Australian Consumers

Sustainability is a complex and multifaceted concept that comprises environmental, economic, social, cultural dimensions. Growing consumer concerns over the impacts of global meat production consumption have led to increasing interest in sustainability initiatives use labels. Yet, an understanding what means consumers context how relate production-related credence attributes chicken remains limited. Between September 2019 January 2020, exploratory research study was conducted using multi-method approach. Participants completed online survey before participating series eye-tracking choice tasks followed by in-depth interviews. The revealed environmental dimension most important consumers’ definition “sustainable food system”. Likewise, products commonly associated with perceived impact production, animal welfare aspects. Consumers made incorrect inferences about some labels these sometimes contributed positive associations sustainability. frequently higher price sustainability, indicating belief “doing right thing” might cost more. This provides new insights regarding perceptions