Consumer preferences and willingness to pay for grass-fed beef: Empirical evidence from in-store experiments |
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| Authors: | Hong Xue Denise Mainville Wen You Rodolfo M Nayga |
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| Affiliation: | 1. Department of Science and Food Technology, Federal University of Santa Maria, 1000 Roraima Av., Santa Maria, RS 97105900, Brazil;2. Department of Agriculture, Nutrition, and Veterinary Sciences, University of Nevada, Reno, 1664 N. Virginia St., Mail stop 202, Reno, NV 89557, United States;3. West University of Santa Catarina, 211 Oiapoc St., São Miguel do Oeste, SC 89900000, Brazil;4. Farroupilha Federal Institute, São Vicente do Sul, s/n 20 de Setembro St., São Vicente do Sul, RS 97420000, Brazil;2. Iberia Research Station, Louisiana State University, 603 LSU Bridge Road, Jeanerette 70544-0466;1. Department of Animal Sciences and Industry, Kansas State University, Manhattan, KS 66506, USA;2. Department of Animal Sciences, Colorado State University, Fort Collins 80523-1171, USA;3. Department of Statistics, Colorado State University, Fort Collins 80523-1171, USA;4. Department of Nutrition, Dietetics & Food Sciences, Utah State University, Logan, UT 84322, USA;5. Department of Animal and Food Sciences, Texas Tech University, Lubbock 79409,USA;1. Friedman School of Nutrition Science and Policy, Tufts University, 150 Harrison Ave., Boston, MA 02111, USA;2. Animal Production Systems group, Wageningen University, P.O. Box 338, 6700, AH, Wageningen, The Netherlands |
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| Abstract: | This study uses experimental economic techniques to explore consumers’ preferences between conventional beef and grass-fed beef, and their willingness to pay for grass-fed beef. Our analysis shows that palatability attributes play a central role in determining consumers’ preferences and WTP. We also find that consumers’ nutrition knowledge, beef consumption behavior, health condition, living alone status and household size have significant impacts on consumers’ WTP for grass-fed beef. |
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