Role of Credence and Health Information in Determining US Consumers’ Willingness-to-Pay for Grass-Finished Beef
Role of Credence and Health Information in Determining US Consumers’ Willingness-to-Pay for Grass-Finished Beef
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信用和健康信息在确定美国消费者购买草成品牛肉的意愿中的作用
DOI：
10.1111/j.1467-8489.2009.00466.x
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发表时间：
2009
期刊：
影响因子：
--
通讯作者：
Curt Lacy
中科院分区：
文献类型：
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作者：
W. Umberger;P. Boxall;Curt Lacy
美国消费者对饲料或草成品牛肉的需求正在迅速增长。这项研究使用从消费者调查和实验拍卖中获得的数据来深入了解产品属性（味道/风味、可信度和营养特征）和社会人口因素，这些因素对于确定美国消费者的偏好以及为草制牛肉和粒制牛肉支付溢价的意愿最为重要。与牛肉生产过程相关的信息增加了消费者愿意为草饲牛肉支付溢价的可能性。然而，平均而言，与健康相关的信息似乎比缺乏抗生素和补充激素以及可追溯性更能推动支付意愿。有关草饲牛肉营养成分和相关生产过程的标签信息对于维持和发展美国草饲牛肉的优质利基市场至关重要。与之前的成本估算相比，支付意愿估算的相对规模表明，澳大利亚牛肉行业在用饲料加工牛肉和在美国市场营销优质草饲差异化牛肉产品方面可能具有比较优势。
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 are most important in determining US consumers’ preferences and willingness to pay premiums for grass-finished versus grain-finished beef. Information related to beef production processes increased the probability consumers would be willing to pay a premium for grass-fed beef. However, it appears that health-related messages are more important drivers of willingness-to-pay, on average, than the absence of antibiotics and supplemental hormones and traceability. Labelling information regarding grass-fed beef’s nutritional content and related production processes is vital for maintaining and growing premium niche markets for grass-fed beef in the US. The relative size of the willingness to pay estimates compared to previous cost estimates suggest that the Australian beef industry may have a comparative advantage for finishing beef on forage and marketing premium grass-fed differentiated beef products in the US market.