Consumer preferences for four livestock products were investigated to determine consumer willingness to pay (WTP) for livestock production process attributes. We use an inferred method of attribute nonattendance (ANA) using the coefficient of variation on individual specific parameter estimates to assess the variability of preference intensity for various product characteristics. We find that accounting for ANA did not significantly impact mean estimates of WT P. Implications of our findings on the reliability of existing work in the area of consumer preferences for animal welfare attributes are discussed.

A sample of U.S. consumers were surveyed in a choice based experiment in theFall of 2005 and Spring 2006 to elicit Consumers' preferences for qualityattributes in beef products. Based on the resulting data, a randomcoefficients logit model is estimated, and Consumers' willingness to pay forthese quality attributes in beef products is obtained. The results indicatethat consumers have strong valuation for traceability, grass-fed, and U.S.origin attributes in a standard rib-eye steak and are willing to pay apremium for these attributes.