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Type: Journal article
Title: Role of credence and health information in determining US consumers' willingness-to-pay for grass-finished beef
Author: Umberger, W.
Boxall, P.
Lacy, R.
Citation: The Australian Journal of Agricultural and Resource Economics, 2009; 53(4):603-623
Publisher: Blackwell Publ Ltd
Issue Date: 2009
ISSN: 1364-985X
Statement of
Wendy J. Umberger, Peter C. Boxall and R. Curt Lacy
Abstract: Consumer demand for forage- or grass-finished beef is rapidly emerging in the US. This research uses data elicited from consumer surveys and experimental auctions to provide insight on product attributes (taste/flavour, credence and nutritional characteristics) and socio-demographic factors that are most important in determining US consumers' preferences and willingness to pay premiums for grass-finished versus grain-finished beef. Information related to beef production processes increased the probability consumers would be willing to pay a premium for grass-fed beef. However, it appears that health-related messages are more important drivers of willingness-to-pay, on average, than the absence of antibiotics and supplemental hormones and traceability. Labelling information regarding grass-fed beef's nutritional content and related production processes is vital for maintaining and growing premium niche markets for grass-fed beef in the US. The relative size of the willingness to pay estimates compared to previous cost estimates suggest that the Australian beef industry may have a comparative advantage for finishing beef on forage and marketing premium grass-fed differentiated beef products in the US market. © 2009 The Authors. Journal compilation © 2009 Australian Agricultural and Resource Economics Society Inc. and Blackwell Publishing Asia Pty Ltd.
Keywords: Beef
experimental auctions
Description: © 2009 Australian Agricultural and Resource Economics Society Inc. and Blackwell Publishing Asia Pty Ltd.
DOI: 10.1111/j.1467-8489.2009.00466.x
Appears in Collections:Agriculture, Food and Wine publications
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