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The effect of information and beliefs on preferences for sustainably produced beef

Author

Listed:
  • Mariam Ishaq
  • Deepthi Kolady
  • Carola Grebitus

Abstract

Beef production is a major contributor to greenhouse gas (GHG) emissions. We conducted a choice experiment to analyse consumers’ willingness to pay (WTP) for beef characterised as carbon-friendly. We included a treatment where respondents were informed about carbon-friendly production and surveyed beliefs regarding beef production’s contribution to GHG emissions. The results show that consumers have a positive WTP for carbon-friendly beef and providing information increases the premium that they are willing to pay for it. The findings also suggest that consumers who believe that beef production contributes to GHG emissions are willing to pay more for beef carrying a carbon-friendly label.

Suggested Citation

  • Mariam Ishaq & Deepthi Kolady & Carola Grebitus, 2024. "The effect of information and beliefs on preferences for sustainably produced beef," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 51(3), pages 895-925.
    • Handle: RePEc:oup:erevae:v:51:y:2024:i:3:p:895-925.
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    File URL: http://hdl.handle.net/10.1093/erae/jbae014
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