European Consumers' Willingness to Pay for Red Meat Labelling Attributes

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 provides red meat producers with the opportunity to differentiate their offers by ecolabels, origin and hea...

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Bibliographic Details
Published in:Animals (Basel) 2021-02, Vol.11 (2), p.556
Main Authors: Cubero Dudinskaya, Emilia, Naspetti, Simona, Arsenos, Georgios, Caramelle-Holtz, Emmanuelle, Latvala, Terhi, Martin-Collado, Daniel, Orsini, Stefano, Ozturk, Emel, Zanoli, Raffaele
Format: Article
Language:English
Subjects:
Animal welfare
Beef
Biodiversity
Carbon footprint
Certification
Conjoint analysis
consumer preferences
Consumers
country-of-origin
discrete choice experiment (DCE)
Environmental labelling
fat
Food consumption
Halal
Labels
Lamb
Logit models
Meat
Meat products
Muslims
organic food and farming
Perceptions
Product differentiation
Proteins
Sustainability
Sustainable development
Willingness to pay
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Summary: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 provides 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, 2900 responses were collected. Mixed multinomial logit models were estimated to identify heterogeneous preferences among consumers at the country level. The results indicate substantial differences between the most relevant attributes for the average consumer, as well as their willingness to pay for them in each country. Nevertheless, national origin and organic labels were highly valued in most countries.
ISSN:2076-2615
2076-2615
DOI:10.3390/ani11020556