Dudinskaya, E.C.; 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. Animals2021, 11, 556.
Dudinskaya, E.C.; 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, 556.
Food consumption in Europe is changing. Red meat consumption has been steadily decreasing in the past decades. The rising interest of consumers for healthier and more sustainable meat products provide red meat producers with the opportunity to differentiate their offers by ecolabels, origin and health claims. This international study 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 choice experiment, 2.900 responses were collected. Mixed multinomial logit models were estimated to identify heterogeneous preferences among consumers at the country level. Results indicate substantial differences between the most relevant attributes for the average consumers, as well as their willingness to pay for them in each country. Nevertheless, national origin and organic labels were highly valued in most countries.
consumer preferences; red meat; food consumption; discrete choice experiment (DCE); willingness to pay (WTP); random utility model
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