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Impact of Hormone Use Perceptions on Consumer Meat Preferences

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  • Yang, Ruoye
  • Raper, Kellie Curry
  • Lusk, Jayson L.

Abstract

U.S. consumers see retail beef products with “no added hormones” (NAH) labels. However, similar labels appear on pork and chicken products, even though hormone use in their production is prohibited. This study assesses consumer perceptions of hormone use in different livestock species. Using choice experiment data, we then examine the impact of these perceptions on preferences for unlabeled meat products and willingness to pay for NAH-labeled meat products. Results suggest that consumer perceptions of hormone use in production are incorrect. Further, perceptions influence consumer preferences and willingness to pay for unlabeled products versus those with NAH labels.

Suggested Citation

  • Yang, Ruoye & Raper, Kellie Curry & Lusk, Jayson L., 2020. "Impact of Hormone Use Perceptions on Consumer Meat Preferences," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 45(01), January.
    • Handle: RePEc:ags:jlaare:298437
    DOI: 10.22004/ag.econ.298437
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    Cited by:

    1. Ufer, Danielle J., 2025. "Animal Welfare and Treatment Label Claims in U.S. Table Eggs: Trends in Retail Premiums and Policy Impacts, 2008–18," Economic Research Report 349285, United States Department of Agriculture, Economic Research Service.
    2. Shijun Gao & Carola Grebitus & Karen L. DeLong, 2024. "Explaining consumer willingness to pay for country‐of‐origin labeling with ethnocentrism, country image, and product image: Examples from China's beef market," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 72(2), pages 149-166, June.
    3. Lindsey Newman & Joey Mehlhorn & Rachna Tewari & Barbara Darroch, 2020. "Consumer Perception of Antibiotic-Free and Hormone-free Meat Products," Journal of Food Studies, Macrothink Institute, vol. 9(1), pages 1-80, December.
    4. Wilson, Lacey & Lusk, Jayson L., 2020. "Consumer willingness to pay for redundant food labels," Food Policy, Elsevier, vol. 97(C).
    5. Ruoye Yang & Kellie Curry Raper, 2025. "Misconceptions and meat: The impact of new knowledge on meat demand," Agribusiness, John Wiley & Sons, Ltd., vol. 41(2), pages 570-587, April.
    6. Schmiess, Jacob S. & Lusk, Jayson L., 2022. "Tradeoff between Animal Welfare and Environmental Impacts of Beef Production: An Analysis of Presentation Effects on Consumer Choice," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 47(2), May.

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