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Meat Traceability: Are U. S. Consumers Willing To Pay For It?

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  • Dickinson, David L.
  • Bailey, DeeVon

Abstract

This article reports the results from a series of laboratory auction markets in which consumers bid on meat characteristics. The characteristics examined include meat traceability (i.e., the ability to trace the retail meat back to the farm or animal or origin), transparency (e.g., knowing that the meat was produced without growth hormones, or knowing the animal was humanely treated), and extra assurances (e.g., extra meat safety assurances). This laboratory study provides non-hypothetical bid data on U. S. consumer preferences for traceability, transparency, and assurances (TTA) in red meat at a time when the U.S. currently lags other countries in development of TTA meat systems. Our results suggest that U.S. consumers would be willing to pay for such TTA meat characteristics, and the magnitude of the consumer bids suggest a likely profitable market for development of U.S. TTA systems.

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Bibliographic Info

Paper provided by American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association) in its series 2002 Annual meeting, July 28-31, Long Beach, CA with number 19670.

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Date of creation: 2002
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Handle: RePEc:ags:aaea02:19670

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Keywords: Consumer/Household Economics; Food Consumption/Nutrition/Food Safety;

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  1. Jason F. Shogren & John A. Fox, 1996. "Consumer Preferences for Fresh Food Items with Multiple Quality Attributes: Evidence from an Experimental Auction of Pork Chops," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(4), pages 916-923.
  2. Lusk, Jayson L. & Fox, John A., 2002. "Consumer Demand For Mandatory Labeling Of Beef From Cattle Administered Growth Hormones Or Fed Genetically Modified Corn," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(01), April.
  3. Shogren, Jason F. & Shin, Seung Youll & Hayes, Dermot J. & Kliebenstein, James, 1994. "Resolving Differences in Willingness to Pay and Willingness to Accept," Staff General Research Papers 701, Iowa State University, Department of Economics.
  4. Jack Knetsch & Fang-Fang Tang & Richard Thaler, 2001. "The Endowment Effect and Repeated Market Trials: Is the Vickrey Auction Demand Revealing?," Experimental Economics, Springer, vol. 4(3), pages 257-269, December.
  5. Hayes, Dermot J. & Shogren, Jason F. & Shin, Seung Youll & Kliebenstein, James, 1995. "Valuing Food Safety in Experimental Auction Markets," Staff General Research Papers 835, Iowa State University, Department of Economics.
  6. Sterling Liddell & DeeVon Bailey, . "Market opportunities and threats to the U.S. pork industry posed by traceability systems," Working Papers 2001-06, Utah State University, Department of Economics.
  7. Lusk,Jayson L. & Shogren,Jason F., 2007. "Experimental Auctions," Cambridge Books, Cambridge University Press, number 9780521671248.
  8. Shogren, Jason F. & Parkhurst, Gregory M. & McIntosh, Christopher, 2006. "Second-price auction tournament," Economics Letters, Elsevier, vol. 92(1), pages 99-107, July.
  9. Latouche, K. & Rainelli, P. & Vermersch, D., 1998. "Food safety issues and the BSE scare: some lessons from the French case," Food Policy, Elsevier, vol. 23(5), pages 347-356, October.
  10. Shogren, Jason F. & Fox, John A. & Hayes, Dermot J. & Roosen, Jutta, 1999. "Observed Choices For Food Safety in Retail, Survey and Auction Markets," Staff General Research Papers 5024, Iowa State University, Department of Economics.
  11. Shogren, Jason F. & Margolis, Michael & Koo, Cannon & List, John A., 2001. "A random nth-price auction," Journal of Economic Behavior & Organization, Elsevier, vol. 46(4), pages 409-421, December.
  12. Shogren, Jason F. & Fox, John A. & Hayes, Dermot J. & Kliebenstein, James, 1994. "Bid Sensitivity in the Structure of the Vickrey Auction," Staff General Research Papers 10616, Iowa State University, Department of Economics.
  13. Grannis, Jennifer L. & Hooker, Neal H. & Thilmany, Dawn D., 2000. "Consumer Preference For Specific Attributes In Natural Beef Products," 2000 Annual Meeting, June 29-July 1, 2000, Vancouver, British Columbia 36406, Western Agricultural Economics Association.
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