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Abstract
We use results of a consumer taste test conducted in Portland, Oregon, and choice-based conjoint
analysis to examine consumer attitudes about grass-fed beef compared to conventional grain-fed:
taste preferences, willingness to pay, and willingness to buy frozen meat in bulk. We consider
the effect of demographic, attitudinal, and shopping location characteristics of consumers. A
baseline, uninformed consumer will pay $0.90-$0.94/pound more for grass-fed ground beef;
knowledge about production and nutritional factors increases the premium. A majority of participants
would buy in bulk if they knew a producer or a friend referred them; 72% will buy frozen
beef.