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CONSUMER WILLINGNESS TO PAY FOR TENNESSEE CERTIFIED BEEF

  • MEAGAN G. MERRITT (a1), KAREN LEWIS DELONG (a1), ANDREW P. GRIFFITH (a1) and KIMBERLY L. JENSEN (a1)
Abstract

Although Tennessee has Advanced Master Beef Producer (AMBP) and Beef Quality Assurance (BQA) certifications for cattle producers, currently there is no state-certified beef labeling program. A choice experiment was administered to Tennessee consumers to determine their willingness to pay for Tennessee Certified Beef (TCB) and other attributes such as labels indicating producer participation in AMBP and BQA. Random parameter logit model results indicate consumers most valued TCB steak and no-hormones-administered ground beef. Consumers also valued many labels when appearing alongside the TCB label. The impact of providing participants label definitions prior to the choice experiment was examined.

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Copyright
This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
Corresponding author
*Corresponding author's e-mail: klewis39@utk.edu
Footnotes
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This study was funded by a grant from the U.S. Department of Agriculture, Agricultural Marketing Service's Federal and State Marketing Improvement Program, grant number A16-0315-002.

Footnotes
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Journal of Agricultural and Applied Economics
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