European Consumers’ Willingness to Pay for Red Meat Labelling Attributes
Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
Department of Materials, Environmental Sciences and Urban Planning (SIMAU), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
Faculty of Veterinary Medicine, Aristotle University of Thessaloniki, P.O. Box 393, GR-54124 Thessaloniki, Greece
The French Livestock Institute/Institut de l’Elevage (IDELE), Campus INRA—Chemin de Borde Rouge, CEDEX, BP 42118-31321 Castanet Tolosan, France
Natural Resources Institute Finland (Luke), P.O. Box 2, FI-00791 Helsinki, Finland
Animal Production and Health Unit, Agrifood Research and Technology Centre of Aragon (CITA), Gobierno de Aragón, Avenida Montañana 93, 050059 Zaragoza, Spain
Organic Research Centre, Trent Lodge, Stroud Road, Cirencester, Gloucestershire GL7 6JN, UK
Authors to whom correspondence should be addressed.
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.