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https://hdl.handle.net/2440/39047
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Type: | Journal article |
Title: | U.S. consumer preference and willingness-to-pay for domestic corn-fed beef versus international grass-fed beef measured through an experimental auction |
Author: | Umberger, W. Feuz, D. Calkins, C. Killinger, K. |
Citation: | Agribusiness: an international journal, 2004; 18(4):491-504 |
Publisher: | John Wiley & Sons, Inc. |
Issue Date: | 2004 |
ISSN: | 0742-4477 1520-6297 |
Statement of Responsibility: | Wendy J. Umberger, Dillon M. Feuz, Chris R. Calkins, Karen Killinger-Mann |
Abstract: | Experimental auction procedures were used to measure Chicago and San Francisco consumers' willingness-to-pay for beef flavor from domestic, corn-fed beef versus Argentine, grass-fed beef. Based on taste panel rankings and bid differentials between paired steak samples, consumers were grouped into one of three beef-preference categories: corn-fed beef preferring, grass-fed beef preferring, and indifferent. A multinomial logit model and regression analysis were used to identify consumers who prefer a particular flavor of beef. On average, consumers were willing to pay a 30.6% premium for corn-fed beef. Sixty-two percent of the participants were willing to pay an average premium of $1.61 more per pound for the corn-fed beef, 23% of the consumers were willing to pay a premium of $1.36 more per pound for the grass-fed beef, only 15% of the consumers were indifferent. The results have important implications for country-of-origin labeling of beef products, as well as niche marketing of corn-fed and grass-fed beef. |
DOI: | 10.1002/agr.10034 |
Published version: | http://dx.doi.org/10.1002/agr.10034 |
Appears in Collections: | Agriculture, Food and Wine publications Aurora harvest 6 |
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