Consumers’ preferences for food safety characteristics are investigated with particular focus on existence of an embedding effect. Embedding exists if consumer valuation of food safety is insensitive to scope. Two choice experiments have been conducted valuing food safety in respectively...

Consumers, the public authorities, and the food industry are all concerned with the safety of meat. The increasing demand for safer food from the consumers and the public authorities puts pressure on producers to identify efficient methods to reduce risks. Earlier studies have shown that...