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Demand for Pasture-Raised Livestock Products in Michigan: Results of Consumer Surveys and Experimental Auctions AgEcon
Conner, David S.; Oppenheim, Diana.
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...
Tipo: Report Palavras-chave: Food Consumption/Nutrition/Food Safety; Livestock Production/Industries.
Ano: 2008 URL: http://purl.umn.edu/55603
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Demand for Pasture-Raised Livestock Products: Results from Michigan Retail Surveys AgEcon
Conner, David S.; Oppenheim, Diana.
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.
Tipo: Journal Article Palavras-chave: Animal welfare; Consumer demand; Pasture-raised livestock products; Sustainability; Tobit; Willingness to pay; Agribusiness; Demand and Price Analysis; Livestock Production/Industries.
Ano: 2008 URL: http://purl.umn.edu/90550
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