Journal
MEAT SCIENCE
Volume 177, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.meatsci.2021.108494
Keywords
Animal welfare; Choice experiment; Dual-purpose breed; Pasture-raised; Willingness-to-pay
Categories
Funding
- Federal Office for Agriculture and Food, Germany [BLE 2818301416]
- Ministry of Science and Arts (MWK) in Lower Saxony, Germany
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Consumers prioritize pasture-raised beef from dual-purpose cattle, showing a clear preference for animal welfare and naturalness. The study reveals great market potential for animal welfare-friendly meat products, emphasizing the significance of husbandry practices and breed in consumer choices.
Livestock production is criticised for animal welfare conditions and its impact on the environment. Pasture-raised dual-purpose cattle may be able to provide an opportunity for more sustainable livestock production. Despite societal interest and substantial grazing opportunities in several regions of northern Europe, the market share of sustainably produced beef is currently low. This study investigated consumer preferences and willingness-to-pay for pasture-raised beef from dual-purpose cattle. Data were obtained from a hypothetical choice experiment (n = 513), attributing the type of husbandry (stable-based, pasture-raised, pasture-raised using nature conservation areas), breed (no description, single-purpose, dual-purpose), production method (conventional, organic), origin (locally produced, produced in Germany), and price (5.98, 11.98, 17.98, 23.98 ?/kg), and were analysed using random parameter logit modelling. The most important overall attribute was ?type of husbandry? followed by ?breed?, indicating consumers? concerns for animal welfare and naturalness. Our analyses revealed a clear preference for pasture-raised dual-purpose cattle, demonstrating great market potential for animal welfarefriendly meat products.
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