European Consumers’ Willingness to Pay for Red Meat Labelling Attributes

New paper co-authored by ORC’s Stefano Orsini is published in Animals.

Given the decrease in red meat consumption in the last decade, it is crucial for red meat producers to understand consumer preferences. This international study, part of the iSAGE project, analyses the European consumer preferences for red meat (beef, lamb and goat) in seven countries: Finland, France, Greece, Italy, Spain, Turkey and the United Kingdom. Through a survey with hypothetical choice situations (choice experiment), 2900 responses were collected. Advanced econometric models were estimated to identify the diversity of preferences among consumers at the country level. The results indicate substantial differences between the most relevant attributes for the average consumer in each country. Nevertheless, national origin and organic labels were highly valued in most countries.

Dudinskaya EC, Naspetti S, Arsenos G, Caramelle-Holtz E, Latvala T, Martin-Collado D, Orsini S, Ozturk E, Zanoli R. European Consumers’ Willingness to Pay for Red Meat Labelling Attributes. Animals. 2021; 11(2):556.

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