Factors influencing the willingness to pay a price premium for red meat with potential to improve consumer wellness in Australia and the United States of America

• Published in: Meat science 2024-07, Vol.213, p.109495-109495, Article 109495
• Main Authors: Zhang, R., Kallas, Z., Conner, T.S., Loeffen, M.P.F., Lee, M., Day, L., Farouk, M.M., Realini, C.E.
• Format: Article
• Language: English
• Subjects: Adolescent; Adult; Aged; Americans; Animals; Australia; Australians; Consumer; Consumer Behavior; Exercise; Female; Humans; Male; Middle Aged; Online survey; Physical and mental well-being; Red Meat - economics; Red meat consumption; Surveys and Questionnaires; United States; Young Adult
• ISSN: 0309-1740; 1873-4138
• DOI: 10.1016/j.meatsci.2024.109495

This study determined consumers' attitudes towards physical and mental wellness related to red meat consumption and their willingness to pay (WTP) more for the meat. In 2019, two online surveys of red meat eaters were conducted in the USA (n = 1000) and Australia (n = 523) using commercial platforms. Results showed that over 90% of respondents indicated interest in purchasing red meat to improve their wellness status. Additionally, about 85% indicated their WTP more for red meat for its wellness benefits, with Americans indicating stronger willingness than Australian respondents. The potential of meat consumption to improve overall wellness among red meat eaters was a dominant factor influencing consumers' WTP more. Other factors that increased WTP included frequency of meat consumption, physical exercise, sleep quality, number of children in a household, partnership status, and economic position. Outcomes from this study highlight a unique opportunity for the meat industry to position meat on its qualities that include wellness improvement if backed up with robust scientific evidence. •Strong interest by consumers to improve wellness through red meat consumption.•Americans are more likely to pay extra for meat to improve wellness than Australians.•Interest in improving wellness through eating meat affects willingness to pay (WTP).•Socio-demographic, lifestyle, and attitudinal factors influence consumers' WTP.•A high frequency of meat consumption and economic situation leads to a higher WTP.