Figure 4.
The packaged beef products are arranged in 2 rows with 6 labelled conditions displaying sustainability initiative messages. Conditions 1 to 3 contain environmental claims, including carbon-neutral packaging, carbon-neutral logistics, and creating a carbon-neutral environment through donation. Conditions 4 to 6 contain ethical claims, including fully ethical packaging, fully ethical logistics, and creating a fully ethical society through donation. Each package displays Harvey Beef branding, Scotch Fillet product labelling, and identical meat presentation, while only the sustainability message varies to assess consumer responses toward environmental and ethical initiatives.Stimuli materials – Beef – Study 2