Food Symbolism and Consumer Choice in Brazil

The present study investigated the symbolic meaning of meat in Brazil, by exploring the values endorsed by meat buyers and how these values influence food choice. A survey of 378 Brazilians found that vertical values predicted red meat consumption beyond that accounted by attribute importances, implying that social hierarchy is one cultural association of red meat in Brazil. This finding calls to mind the intriguing proposal of some sociologists and anthropologists that red meat symbolizes hierarchy in cultures that have hierarchical social relations.


Michael W. Allen and Claudio V. Torres (2006) ,"Food Symbolism and Consumer Choice in Brazil", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 180-185.


Michael W. Allen, University of Sydney, Australia
Claudio V. Torres, University of Brasilia, Brazil


LA - Latin American Advances in Consumer Research Volume 1 | 2006

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