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Beef with environmental and quality attributes: Preferences of environmental group and general population consumers in Saskatchewan, Canada

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  • Ken Belcher

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  • Andrea Germann
  • Josef Schmutz

Abstract

We attempt to quantify and qualify the preferences of consumers for beef with a number of environmental and food quality attributes. Our goal is to evaluate the viability of a proposed food co-operative based in the Wood River watershed of southern Saskatchewan, Canada. The food co-operative was designed to provide a price premium to producers who adopted alternative management practices. In addition, the study evaluated the acceptance of a proposed food co-operative by consumer that had environmental interests as compared to the general population. Conjoint analysis was used to determine the trade-off and relative value of beef with the following production and purchasing characteristics: (a) use of hormones, antibiotics and vaccination in production; (b) method of obtaining the beef including monthly or yearly purchase contracts or a local market; (c) price relative to beef purchased from the local grocery store; and (d) impact on the river ecosystem. Consumers from environmental groups had stronger environmental and food quality preferences than individuals from the general population. However, consumers from both groups expressed a willingness to pay higher prices for food that had these attributes. It was uncertain whether the magnitude of the premium, in combination with a desire not to enter a long-term purchasing commitment, would be large enough to encourage farmers to adopt the alternative management. Copyright Springer Science+Business Media, Inc. 2007

Suggested Citation

  • Ken Belcher & Andrea Germann & Josef Schmutz, 2007. "Beef with environmental and quality attributes: Preferences of environmental group and general population consumers in Saskatchewan, Canada," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 24(3), pages 333-342, September.
  • Handle: RePEc:spr:agrhuv:v:24:y:2007:i:3:p:333-342
    DOI: 10.1007/s10460-007-9069-x
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    References listed on IDEAS

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    Cited by:

    1. Grunert, Klaus G., 2011. "Sustainability in the Food Sector: A Consumer Behaviour Perspective," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2(3), pages 1-12, December.
    2. Franken, Jason R.V. & Parcell, Joseph L. & Tonsor, Glynn T., 2011. "Consumers’ Willingness-to-Pay for Retail Branded Beef Products with Bundled Attributes," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103609, Agricultural and Applied Economics Association.
    3. White, Robin R. & Brady, Michael & Capper, Judith L. & Johnson, Kristen A., 2014. "Optimizing diet and pasture management to improve sustainability of U.S. beef production," Agricultural Systems, Elsevier, vol. 130(C), pages 1-12.

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