Demand for Pasture-Raised Livestock Products: Results from Michigan Retail Surveys

David S. Conner and Diana Oppenheim

Journal of Agribusiness, 2008, vol. 26, issue 01, 20

Abstract: Pasture-raised livestock production offers opportunity for product differentiation and enhanced sustainability. Shopper surveys at three Michigan retail locations measured consumers’ attitudes and beliefs regarding pasture-raised livestock products, and willingness to pay for pasture-raised milk and beef. The shoppers associate pasture-raised products with attributes important to purchase decisions. The shoppers express willingness to pay, on average, about 35% more for pasture-raised milk and beef. Informational messages appear to have no effect on these responses. We suggest pasture-raised is a viable marketing strategy and recommend premium pricing strategies and promotion based on verifiable health benefits.

Keywords: Agribusiness; Demand and Price Analysis; Livestock Production/Industries (search for similar items in EconPapers)
Date: 2008
References: View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
https://ageconsearch.umn.edu/record/90550/files/JAB_Spr08__03_pp1-20.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:jloagb:90550

DOI: 10.22004/ag.econ.90550

Access Statistics for this article

More articles in Journal of Agribusiness from Agricultural Economics Association of Georgia Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().