Abstract
This research study investigated the attitudes of European consumers towards Brazilian beef and how they differ by country of residence and demographic characteristics. After conducting a quantitative survey among students and staff at universities in France, England, Ireland and Germany, the researchers concluded that many Europeans have not formed an opinion about Brazilian beef, maintaining a basically neutral assessment. Differences in attitude were found according to country of residence, gender, age, level of familiarity and involvement with Brazilian beef and level of knowledge about Brazil. The results indicate a need for investment by both the Brazilian private sector and the Brazilian government in promoting Brazilian beef abroad, as the product is little known, despite Brazil’s strategic role in the international food market.
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