Predicted willingness-to-pay price premium for red meat and dairy products

This infographic summarises key findings from a meta-analysis of international studies. It found the highest consumer 'willingness to pay' (WTP) for sustainability attributes is for certified organic products (31% premium for red meat, 29% for dairy products), and the lowest WTPs are for traceability (18% premium for red meat, 26% for dairy) and for a broad ‘environmentally friendly’ claim (19% for red meat, 25% for dairy).