Analysing the results of the PTM general logistic model, ‘never
shop for beef at farmers markets’ has the highest negative impact
on the probability to buy branded beef, as those who visit specialised
butchers are expected to be more concerned about beef quality. A
second variable reducing the propensity to buy branded cuts is beef
consumption, suggesting that consumers looking for a branded product
are more concerned about the quality of the beef than the size of the cut.
Even though this result varies from that found by Froehlich et al. (2009),
the difference could be explained by the variation in the focus of the
analysis as they found that the quantity of beef purchased increase the
willingness-to-pay for branded beef in Canada, which is one step
further from the decision to buy fresh branded cuts. A third variable
decreasing the propensity to buy branded beef is household size, a
result explained by the fact that the household income available per
person decreases as family size increases.