THE CHARACTERISTICS AFFECTING CONSUMERS' PERCEPTIONS AND PREFERENCES FOR UNITED STATES VERSUS IMPORTED BEEF

Wendy Umberger, Dillon M. Feuz, Chris R. Calkins and Bethany M. Sitz

No 16606, 2003: WCC-72 Annual Meeting, June 9-11, 2003, Las Vegas, Nevada from WERA-72 (formerly WCC-72): Western Education\Extension and Research Activities Committee on Agribusiness

Abstract: In 2002, consumers from Chicago and Denver participated in an experimental auction and taste panel to elicit willingness to pay for beef originating from the United States, Australia and Canada. Approximately 69% of the consumers were willing to pay a premium of 19% more for a "Guaranteed U.S" steak than for an unlabeled steak. When comparing consumers' taste preferences for beef originating from various countries of origin, it appears that a segment of the population prefers the taste and is willing to pay a premium for beef originating from Australia. A larger segment of the experimental population, 34% of the consumers, preferred the taste and was willing to pay a premium for the Canadian steak. However, on average, consumers were willing to pay premiums of approximately 31% and 10% more for the U.S. steak than for the Australian and Canadian steaks, respectively.

Keywords: Consumer/Household Economics; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
Pages: 29
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:ags:wccstt:16606

DOI: 10.22004/ag.econ.16606

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