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

## TL;DR

This study explores how the '100% Autochthonous Breed' label influences beef purchasing decisions in Spain compared to organic and PGI labels.

## Contribution

The study identifies distinct consumer segments and highlights the strategic value of the '100% Autochthonous Breed' label as a differentiation tool.

## Key findings

- Price is the primary factor in beef purchasing decisions at the aggregate level.
- Four consumer clusters were identified, each showing different label preferences.
- The '100% Autochthonous Breed' label offers strategic value for sustainable livestock systems.

## Abstract

This study evaluates the perceived value of the “100% Autochthonous Breed” label in beef purchasing decisions, comparing its influence with two well-established official certifications: 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 revealed distinct consumer profiles for whom the “100% Autochthonous Breed” label generated higher utility than other attributes. Specifically, four clusters were identified: Group I (18.6%) preferred the organic label; Group II (46.6%) prioritized low price; Group III (22.9%) valued the combination of PGI and the autochthonous breed label; and Group IV (11.9%) showed a preference for high-priced products featuring the “100% Autochthonous Breed” label. The findings highlight the strategic potential of this certification as a differentiation tool for sustainable, extensive, and territorially embedded livestock systems.