文章基本信息

标题：Demand for Pasture-Raised Livestock Products: Results from Michigan Retail Surveys
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作者：Conner, David S. ; Oppenheim, Diana
期刊名称：Journal of Agribusiness
印刷版ISSN：0738-8950
出版年度：2008
期号：suppl
页码：1-20
出版社：Journal of Agribusiness
摘要：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.
关键词：animal welfare;consumer demand;pasture-raised livestock products;sustainability;Tobit;willingness to pay