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

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  • Conner, David S.
  • Oppenheim, Diana
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    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.

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    Bibliographic Info

    Article provided by Agricultural Economics Association of Georgia in its journal Journal of Agribusiness.

    Volume (Year): 26 (2008)
    Issue (Month): 1 ()
    Pages:

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    Handle: RePEc:ags:jloagb:90550

    Contact details of provider:
    Postal: 301 Conner Hall, University of Georgia, Athens, GA 30602-7509
    Web page: http://www.agecon.uga.edu/~jab/
    More information through EDIRC

    Related research

    Keywords: animal welfare; consumer demand; pasture-raised livestock products; sustainability; Tobit; willingness to pay; Agribusiness; Demand and Price Analysis; Livestock Production/Industries;

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