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Understanding Markets for Grass-Fed Beef: Taste, Price, and Purchase Preferences

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  • Gwin, Lauren
  • Durham, Catherine A.
  • Miller, Jason D.
  • Colonna, Ann

Abstract

We use results of a consumer taste test conducted in Portland, Oregon, and choice-based conjoint analysis to examine consumer attitudes about grass-fed beef compared to conventional grain-fed: taste preferences, willingness to pay, and willingness to buy frozen meat in bulk. We consider the effect of demographic, attitudinal, and shopping location characteristics of consumers. A baseline, uninformed consumer will pay $0.90-$0.94/pound more for grass-fed ground beef; knowledge about production and nutritional factors increases the premium. A majority of participants would buy in bulk if they knew a producer or a friend referred them; 72% will buy frozen beef.

Suggested Citation

  • Gwin, Lauren & Durham, Catherine A. & Miller, Jason D. & Colonna, Ann, 2012. "Understanding Markets for Grass-Fed Beef: Taste, Price, and Purchase Preferences," Journal of Food Distribution Research, Food Distribution Research Society, vol. 43(2), pages 1-21.
    • Handle: RePEc:ags:jlofdr:145331
    DOI: 10.22004/ag.econ.145331
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