Credence Signals in Beef Consumption: The Strategic Role of the 100 Autochthonous Breed Label in Spain

This study evaluates the perceived value of the “100% Autochthonous Breed” label in beef purchasing decisions, comparing its influence with two well-established official certifi- cations: organic and Protected Geographical Indication (PGI). A face-to-face survey was conducted with 900 consumers across Spain, using a choice-based conjoint experiment and hierarchical cluster analysis. The results indicate that although price is the primary determinant at the aggregate level, segmentation...