Files
Abstract
In Australia, Bos taurus cattle breeds produce high quality meat, superior in taste and tenderness
characteristics. Nevertheless, these breeds do not thrive in the Northern Australian environment. Stem
cell transplant technologies, that make use of adult stem cells harvested from a Bos Taurus bull and the
subsequent allogeneic transplantation of testicular cells into a Bos indicus bull, could improve northern
beef cattle breeding programs by facilitating crossbreeding via natural service. Focus groups were used
in this study to explore consumer reaction to specific reproduction technologies and the implications for
buying intentions. Findings from these focus groups were then used for development of choice
experiment surveys. Survey results suggested that while some consumers indicated that they were not
concerned about the specified stem cell technology being utilized in beef production, generally people
were willing to pay to avoid eating steak that had been produced in this way. Moreover, it appears that
they would pay more to avoid this steak when specific key words providing additional information about
the technology (stem cells; radiotherapy) were used to describe the steak being valued. Even so, the
wording of the technology description did not have a significant effect on this value. The relatively large
discount values required by respondents to purchase steaks produced using stem cell technology may be
slightly lower depending on whether consumers have a genuine aversion to the use of artificial
insemination. It is beyond the scope of this study to explore the stability of preference estimates from a
discrete choice experiment but from a theoretical perspective, it would be worthwhile.