Consumer perception of products from the production chain of natural coloured sheep

Abstract The aim of this study was to identify, from questionnaire responses, the way Brazilian consumers perceive natural coloured sheep and their products, and to seek information that might assist in the development of this production chain. The responses of 503 consumers were analysed through the use of objective questions, and assigning scores or importance to different factors, as well as free word association. The terms that were most recalled by the respondents were subdivided into dimensions and categories. Through word association, it was found that the dimensions wool (47.9 %), hedonic attitudes/feelings (37.0 %), colouring (35.2 %) and skin (32.8 %) were the most mentioned when the consumers thought of natural coloured sheep. Wool (60.3 %), sustainability (54.6 %), hedonic attitudes/feelings (52.9 %), production chain (39.7 %), skin (35.0 %) and marketing (32.0 %) were the most remembered in relation to products from natural coloured animals. Products made from the wool and/or skin were the most mentioned. Creating a seal of certification, and the adoption of marketing strategies were the principal methods suggested by the consumers for boosting and consolidating the production chain. Consumers associate natural coloured products with environmentally friendly production processes and are willing to pay more for certified products.