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Abstract
In
light
of
the
discovery
of
BSE
infected
cattle
in
Canada
in
2003,
a
number
of
efforts
have
been
undertaken
to
ensure
the
safety
of
beef
produced
in
Canada.
Recent
discussion
has
focused
on
testing
live
cattle
for
the
BSE
prion.
This
paper
investigates
consumer
acceptance
and
valuation
of
beef
from
live
cattle
that
have
been
tested
for
BSE.
Using
data
from
an
internet-‐based
survey
of
English
speaking
Canada,
single
bound
estimates
of
WTP
are
measured.
Expected
WTP
is
43
per
cent
for
the
entire
sample,
but
ranges
from
52
per
cent
for
respondents
with
a
high
purchase
intention
to
28
per
cent
for
those
with
less
than
a
high
purchase
intention.
Nevertheless,
the
proportion
of
respondents
who
were
predicted
to
purchase
a
tested
beef
product
was
small,
and
ranged
from
21
per
cent
for
the
high
purchase
intention
respondents
to
eight
per
cent
for
the
low/medium
intention
respondents.
While
respondents
appear
willing
to
pay
for
beef
that
has
been
tested
for
BSE,
the
market
for
such
products
is
small.