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

Author

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  • Conner, David S.
  • Oppenheim, Diana

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.

Suggested Citation

  • Conner, David S. & Oppenheim, Diana, 2008. "Demand for Pasture-Raised Livestock Products: Results from Michigan Retail Surveys," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 26(1), pages 1-20.
    • Handle: RePEc:ags:jloagb:90550
    DOI: 10.22004/ag.econ.90550
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    Cited by:

    1. Tatiana Hohnholz & Nina Volkmann & Kathia Gillandt & Ralf Waßmuth & Nicole Kemper, 2019. "Risk Factors for Dystocia and Perinatal Mortality in Extensively Kept Angus Suckler Cows in Germany," Agriculture, MDPI, vol. 9(4), pages 1-11, April.
    2. Owusu-Sekyere, E. & Owusu, V. & Donkor, E. & Jordaan, H., 2018. "Welfare estimates of food safety and quality policy changes in Southern Ghana," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 276939, International Association of Agricultural Economists.
    3. Becot, Florence & Conner, David & Nelson, Abbie & Buckwalter, Erin & Erickson, Daniel, 2014. "Institutional Demand for Locally-Grown Food in Vermont: Marketing Implications for Producers and Distributors," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), pages 1-19, July.
    4. Eunice Adu Donkor & Emmanuel Donkor & Enoch Owusu-Sekyere & Victor Owusu, 2020. "The Development and Promotion of Sweet Potato Yoghurt in Ghana: Implications for Sustainable Production and Consumption Policies," Sustainability, MDPI, vol. 12(8), pages 1-16, April.
    5. Gillespie, Jeffrey & Sitienei, Isaac & Bhandari, Basu & Scaglia, Guillermo, 2016. "Grass-Fed Beef: How is it Marketed by US Producers?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(2), pages 1-18, May.
    6. Gwin, Lauren & Durham, Catherine A. & Miller, Jason D. & Colonna, Ann, 2012. "Understanding Markets for Grass-Fed Beef: Taste, Price, and Purchase Preferences," Journal of Food Distribution Research, Food Distribution Research Society, vol. 43(2), pages 1-21.
    7. Kathia Gillandt & Jenny Stracke & Tatiana Hohnholz & Ralf Waßmuth & Nicole Kemper, 2018. "A Field Study on the Prevalence of and Risk Factors for Endoparasites in Beef Suckler Cow Herds in Germany," Agriculture, MDPI, vol. 8(9), pages 1-10, August.
    8. 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.
    9. Gauly, Sarah & Kühl, Sarah & Spiller, Achim, 2017. "Uncovering strategies of hidden intention in multi-stakeholder initiatives: The case of pasture-raised milk," DARE Discussion Papers 1704, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    10. Kitano, Shinichi & Mitsunari, Yuka & Yoshino, Akira, 2022. "The impact of information asymmetry on animal welfare-friendly consumption: Evidence from milk market in Japan," Ecological Economics, Elsevier, vol. 191(C).

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