PID2019-111716RB-I00. SUSPROMO. Proyectos de I+D+i. Retos de la sociedad. MInisterio de Ciencia en Innovación.

Are promotional strategies a barrier to reduce greenhouse gases emissions from meat products? (SUSPROMO)

SUSPROMO seeks to analyze how the different household segments respond to the different sales promotions, in particular, to assess the impact of such promotions on the consumption of meat products and the contribution of such marketing strategies to stimulate the GHG emissions.

A key question to answer is to any extent the promotion tools applied to the meat food category contribute to social welfare and to a more sustainable consumption patterns?. It will also analyze the main characteristic of the shopping behavior of the elderly population and the contribution of their consumption behaviour to the actual and future GHG emissions. In particular, their responsiveness to retailers’ promotions will be highlighted in comparison to other consumers’ segments. The market shares of the points of purchase, shopping tickets (budget, number of items…), and the relative importance of private and producer labels will be identified. The attributes that elderly people take into account when purchasing and the relative importance of price promotions will be assessed with a specific focus on meat consumption.


Duration: June, 1st,2020- June, 1st, 2023

CREDA’s role

CREDA will evaluate the willingness of stakeholders of the added-value chain of poultry and pig production to adopt the use of insect meal as sustainable feed alternatives in the near future if adopted by EU regulations. Furthermore, to analyze experts’ opinions and attitudes towards the current meat production and consumption levels. Finally, we will evaluate consumers’ willingness to pay (WTP) and analyzing their purchase intention for pork and chicken products obtained with animal fed with insect meal alternatives.

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