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Article

European Consumers’ Willingness to Pay for Red Meat Labelling Attributes

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Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
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Department of Materials, Environmental Sciences and Urban Planning (SIMAU), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
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Faculty of Veterinary Medicine, Aristotle University of Thessaloniki, P.O. Box 393, GR-54124 Thessaloniki, Greece
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The French Livestock Institute/Institut de l’Elevage (IDELE), Campus INRA—Chemin de Borde Rouge, CEDEX, BP 42118-31321 Castanet Tolosan, France
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Natural Resources Institute Finland (Luke), P.O. Box 2, FI-00791 Helsinki, Finland
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Animal Production and Health Unit, Agrifood Research and Technology Centre of Aragon (CITA), Gobierno de Aragón, Avenida Montañana 93, 050059 Zaragoza, Spain
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Organic Research Centre, Trent Lodge, Stroud Road, Cirencester, Gloucestershire GL7 6JN, UK
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Authors to whom correspondence should be addressed.
Animals 2021, 11(2), 556; https://doi.org/10.3390/ani11020556
Received: 20 January 2021 / Revised: 12 February 2021 / Accepted: 17 February 2021 / Published: 20 February 2021
Given the decrease in red meat consumption in the last decade, it is crucial for red meat producers to understand consumer preferences. This international study analyses the European consumer preferences for red meat (beef, lamb and goat) in seven countries: Finland, France, Greece, Italy, Spain, Turkey and the United Kingdom. Through a survey with hypothetical choice situations (choice experiment), 2900 responses were collected. Advanced econometric models were estimated to identify the diversity of preferences among consumers at the country level. The results indicate substantial differences between the most relevant attributes for the average consumer in each country. Nevertheless, national origin and organic labels were highly valued in most countries.
Food consumption in Europe is changing. Red meat consumption has been steadily decreasing in the past decades. The rising interest of consumers for healthier and more sustainable meat products provides red meat producers with the opportunity to differentiate their offers by ecolabels, origin and health claims. This international study analyses the European consumer preferences for red meat (beef, lamb and goat) in seven countries: Finland, France, Greece, Italy, Spain, Turkey and the United Kingdom. Through a choice experiment, 2900 responses were collected. Mixed multinomial logit models were estimated to identify heterogeneous preferences among consumers at the country level. The results indicate substantial differences between the most relevant attributes for the average consumer, as well as their willingness to pay for them in each country. Nevertheless, national origin and organic labels were highly valued in most countries. View Full-Text
Keywords: consumer preferences; discrete choice experiment (DCE); organic food and farming; country-of-origin; fat; Halal; carbon footprint; protein content; convenience consumer preferences; discrete choice experiment (DCE); organic food and farming; country-of-origin; fat; Halal; carbon footprint; protein content; convenience
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MDPI and ACS Style

Cubero Dudinskaya, E.; Naspetti, S.; Arsenos, G.; Caramelle-Holtz, E.; Latvala, T.; Martin-Collado, D.; Orsini, S.; Ozturk, E.; Zanoli, R. European Consumers’ Willingness to Pay for Red Meat Labelling Attributes. Animals 2021, 11, 556. https://doi.org/10.3390/ani11020556

AMA Style

Cubero Dudinskaya E, Naspetti S, Arsenos G, Caramelle-Holtz E, Latvala T, Martin-Collado D, Orsini S, Ozturk E, Zanoli R. European Consumers’ Willingness to Pay for Red Meat Labelling Attributes. Animals. 2021; 11(2):556. https://doi.org/10.3390/ani11020556

Chicago/Turabian Style

Cubero Dudinskaya, Emilia, Simona Naspetti, Georgios Arsenos, Emmanuelle Caramelle-Holtz, Terhi Latvala, Daniel Martin-Collado, Stefano Orsini, Emel Ozturk, and Raffaele Zanoli. 2021. "European Consumers’ Willingness to Pay for Red Meat Labelling Attributes" Animals 11, no. 2: 556. https://doi.org/10.3390/ani11020556

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