摘要：Although beef consumers are aware in relation to ethics, responsibility and awareness of the production processes, the concept of sustainable livestock is not yet well established and publicized. Thus, understanding consumer behavior and their perception about sustainable practices are essential to identify the possibility of a niche markets for these products. Therefore, this study aims to assess the perception of consumers in the city of Porto Alegre (southern Brazil) to identify their perception regarding sustainable beef. Therefore, a semi-structured questionnaire was applied to 305 residents. Most consumers preferred beef between the meat options, consuming it more than five times a week. Despite their concern and interest in sustainable products, consumers still do not fully understand these concepts, associating this perception only to environmental conservation and animal welfare. Nevertheless, most respondents would be willing to pay more for sustainable products.
