文章基本信息

标题：Demand for Pasture-Raised Livestock Products in Michigan: Results of Consumer Surveys and Experimental Auctions
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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
页码：45-50
出版社：Journal of Agribusiness
摘要：Pasture-raised livestock products present a niche-marketing opportunity for small- and medium-scale farmers; growth of this market may enhance the economic, social, and environmental sustainability of livestock agriculture. Results from an earlier statewide poll in Michigan found that consumers place great importance on product attributes associated with the pasture-based production model. This report presents findings from a combination of consumer surveys conducted at three Michigan retail locations and a series of experimental auctions. Participants in both the survey and auction components view pasture-raised beef and milk products very favorably, believing these products are healthy for humans to eat and are raised in environmentally friendly and humane ways. Survey respondents reported high likelihood of purchase; both the survey and auction subjects expressed willingness to pay a premium for pasture-raised products. We discuss these findings, particularly implications for the “four P’s” of marketing.