Today's food systems are neither healthy nor sustainable, and excessive levels of meat consumption in high-income countries are part of the problem. A rising number of consumers are adopting "flexitarian" diets (i.e., are choosing to reduce or limit their meat consumption). There is limited...

In 2002, Chicago and Denver consumers were surveyed and participated in an experimental auction to elicit willingness to pay for country-of-origin labeling (COOL) of beef. Survey results indicate the majority of consumers (73%) were willing to pay an 11% and 24% premium for COOL of steak and...

Country-of-origin labeling is now being considered as an alternative by the U.S. Senate. Research is still needed to determine what attributes consumers value in domestic versus imported beef, and to quantify the value that consumers place on country-of-origin labels. Preliminary results suggest...

Experimental economics procedures such as laboratory experimental auctions are increasingly being used to measure consumers' willingness-to-pay. A sealed-bid, fourth-price Vickrey-style auction was used to measure consumers' willingness-to-pay for flavor in beef steaks. Two hundred and...

An area of increasing differentiation among meat products relates to the source-of-origin and types of production methods used to raise the animals. Consumer data collected from a U.S. national online survey was used to estimate the factors helping explain consumers' willingness to purchase and...

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...

In 2007, consumer focus groups and online surveys using choice sets were conducted to examine South Korean’s perceptions of and willingness-to-pay for Australian, U.S. and domestic beef. Consumers indicated higher positive perceptions of Australian beef than of U.S. beef, particularly in the...

Beef consumers in Australia have shown differences in their preferences for products and sensitivity to price. This can be explained by the influence on expected quality of cues related to health, production process and eating experience. Eating experience is difficult to predict as consumers...