Measuring consumer perceptions over beef good practices and sustainable production process Pedro Carvalho Burnier PGA, ESPM, Sao Paulo, Brazil Diego de Sousa Guerra Fundacao Getulio Vargas Escola de Administraçao de Empresas de Sao Paulo, S~ ao Paulo, Brazil and Universidade Federal do Cariri, Juazeiro do Norte, Brazil, and Eduardo Eug^ enio Spers Economics, Management and Sociology, University of Sao Paulo - Luiz de Queiroz Campus, Piracicaba, Brazil Abstract Purpose – Information on scales for measuring dimensions related to consumer concerns over production processes is scarce in the literature. The purpose of this study was to develop a more comprehensive scale for measuring concern over the production process (CPP). Design/methodology/approach – The authors derive the concept based on the results of a bibliographic review, existing certification criteria, an interview with five experts and two consumer focus groups. The authors interviewed 725 frequent beef meat consumers to test the scale. Findings – Statistical tests and purification yielded a final scale with 18 items and six latent variables: animal welfare, traceability, social responsibility, environmental responsibility, legality and sanitation in slaughterhouses. The authors confirmed the nomological validity of the instrument using product involvement as an antecedent construct and attitude related to sustainable consumption as a consequent of CPP. Research limitations/implications – The research results may lack generalisability. New research avenues are suggested for testing the scale in other cultural contexts and with different groups of consumers and food types. Practical implications – This study provides insights for cattle ranchers, the industry and the retail sector in formulating communication strategies and product/brand positioning in response to consumer concerns about the production process. Originality/value – There is no study at present that fully addresses the use of a scale to measure dimensions of production processes. The creation of the CPP scale is a relevant academic contribution that aids in assessing the influence of the environmental dimension in conjunction with other essential constructs. Keywords Scale development, Beef, Consumer behaviour, Certification, Production process, Brazil Paper type Research paper 1. Introduction Rising incomes in Brazil have allowed more consumers to buy meat more frequently. Total red meat consumption in Brazil was 7,652 tonnes in 2016 and is expected to reach 8,045 tonnes in 2020 and 8,853 tonnes in 2028 (USDA, 2020). Consumers have satisfied their basic food needs and have now begun to consider the importance of additional factors. The main factors that influenced consumption of eco-innovative food in this sample were the attitude towards eco-innovative food, attitudes towards food production, intention of buying eco-innovative food and frequency of purchase (Bossle et al., 2015). Consumers are now moving towards sophisticated products that Consumer perceptions over beef good practices This study was financed in part by the Coordenacao de Aperfeicoamento de Pessoal de Nivel Superior - Brasil (CAPES) - Finance code 001. The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0007-070X.htm Received 11 December 2019 Revised 11 May 2020 24 June 2020 1 October 2020 28 October 2020 Accepted 31 October 2020 British Food Journal © Emerald Publishing Limited 0007-070X DOI 10.1108/BFJ-12-2019-0904