Consumer Willingness-to-Pay for Fresh Pork Attributes
A survey was used to gauge consumer preferences toward four fresh pork attributes: juiciness, tenderness, marbling, and leanness. The survey elicited consumer willingness-to-pay a premium for an improvement in these attributes. Approximately one-half of the respondents were willing to pay some premium for the attributes of juiciness, leanness, and tenderness. The average premium size ranged from $0.20/lb. for marbling to $0.37/lb. for tenderness. Neither the choice of a certifying agency nor the use of a cheap talk script influenced premium levels.
Volume (Year): 25 (2007)
Issue (Month): 2 ()
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