AgResearch
Browse

File(s) not publicly available

Factors influencing the willingness to pay a price premium for red meat with potential to improve consumer wellness in Australia and the United States of America

journal contribution
posted on 2024-08-06, 02:52 authored by Renyu ZhangRenyu Zhang, Zein Kallas, Tamlin Conner, Mark Loeffen, Michael Lee, Li DayLi Day, Mustafa FaroukMustafa Farouk, Carolina Realini CujoCarolina Realini Cujo

This study determined consumers' attitudes towards physical and mental wellness related to red meat consumption and their willingness to pay (WTP) more for the meat. In 2019, two online surveys of red meat eaters were conducted in the USA (n = 1000) and Australia (n = 523) using commercial platforms. Results showed that over 90% of respondents indicated interest in purchasing red meat to improve their wellness status. Additionally, about 85% indicated their WTP more for red meat for its wellness benefits, with Americans indicating stronger willingness than Australian respondents. The potential of meat consumption to improve overall wellness among red meat eaters was a dominant factor influencing consumers' WTP more. Other factors that increased WTP included frequency of meat consumption, physical exercise, sleep quality, number of children in a household, partnership status, and economic position. Outcomes from this study highlight a unique opportunity for the meat industry to position meat on its qualities that include wellness improvement if backed up with robust scientific evidence.

Funding

Meat & Livestock Australia Donor Company, Australia

AgResearch Ltd. Strategic Science Investment Fund, SSIF-A25692 (Consumer Experience: Delivering Customized Food Attributes), New Zealand

History

Rights statement

© 2024 Elsevier Ltd. All rights reserved.

Publication date

2024-05-16

Project number

  • Non revenue

Language

  • English

Does this contain Māori information or data?

  • No

Publisher

Elsevier

Journal title

Meat Science

ISSN

0309-1740

Volume/issue number

213

Page numbers

109495

Usage metrics

    Categories

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC