Analyzing post modern consumer behavior and beef consumption patterns: Insights from Sicilian market

In current events, consumers are subject to various stimuli (advertising campaigns, popular magazines, social) that affect their marginal consumption propensity. However, as Economic Theory teaches us, the marginal propensity to consume does not necessarily translate into consumer spending. This is strongly affected by consumers' eating habits and other variables that determine where the consumption phenomenon occurs. The study aims to analyse post-modern consumer behaviour toward beef consumption. An online questionnaire was administered to 535 Sicilian participants to achieve this goal. Statistical analyses were performed by R statistical software, using two-tailed P-values, and setting statistical significance at P ≤ 0.05. The results show that consumption choices are influenced by beef meat's impact on health. In addition, consumers consider the origin and certifications of the raw material to be extremely crucial.