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Consumer acceptance and valuation of beef that has been tested for BSE

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  • Cranfield, John A.L.

Abstract

In light of the discovery of BSE infected cattle in Canada in 2003, a number of efforts have been undertaken to ensure the safety of beef produced in Canada. Recent discussion has focused on testing live cattle for the BSE prion. This paper investigates consumer acceptance and valuation of beef from live cattle that have been tested for BSE. Using data from an internet-­‐based survey of English speaking Canada, single bound estimates of WTP are measured. Expected WTP is 43 per cent for the entire sample, but ranges from 52 per cent for respondents with a high purchase intention to 28 per cent for those with less than a high purchase intention. Nevertheless, the proportion of respondents who were predicted to purchase a tested beef product was small, and ranged from 21 per cent for the high purchase intention respondents to eight per cent for the low/medium intention respondents. While respondents appear willing to pay for beef that has been tested for BSE, the market for such products is small.

Suggested Citation

  • Cranfield, John A.L., 2011. "Consumer acceptance and valuation of beef that has been tested for BSE," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103458, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea11:103458
    DOI: 10.22004/ag.econ.103458
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    Cited by:

    1. Lee, Sang Hyeon & Lee, Ji Yong & Han, Doo Bong & Nayga, Rodolfo M. Jr., 2014. "Assessing Korean Consumers' Valuation for BSE-Tested and Country of Origin Labeled Beef Products," Journal of Rural Development/Nongchon-Gyeongje, Korea Rural Economic Institute, vol. 37(3), pages 1-21.
    2. Aldy, Joseph E. & Viscusi, W. Kip, 2013. "Risk Regulation Lessons from Mad Cows," Foundations and Trends(R) in Microeconomics, now publishers, vol. 8(4), pages 231-313, December.

    More about this item

    Keywords

    Consumer/Household Economics; Marketing;

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