Demand for Pasture-Raised Livestock Products: Results from Michigan Retail Surveys

Pasture-raised livestock production offers opportunity for product differentiation and enhanced sustainability. Shopper surveys at three Michigan retail locations measured consumers’ attitudes and beliefs regarding pasture-raised livestock products, and willingness to pay for pasture-raised milk and beef. The shoppers associate pasture-raised products with attributes important to purchase decisions. The shoppers express willingness to pay, on average, about 35% more for pasture-raised milk and beef. Informational messages appear to have no effect on these responses. We suggest pasture-raised is a viable marketing strategy and recommend premium pricing strategies and promotion based on verifiable health benefits.


Issue Date:
2008
Publication Type:
Journal Article
DOI and Other Identifiers:
0738-8950 (Other)
PURL Identifier:
http://purl.umn.edu/90550
Published in:
Journal of Agribusiness, Volume 26, Number 1
Page range:
1-20
Total Pages:
20




 Record created 2017-04-01, last modified 2017-08-25

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