This study provides an empirical investigation of how consumers rate meat attributes. Results show an importance order for 12 selected meat attributes and reveal some relationships between the importance ratings and consumer's demographic or socioeconomic characteristics. The findings suggest that (1) the meat marketing strategy should focus on freshness, taste, and appearance; (2) nutritional attributes have become important factors in the meat purchasing decision of female, educated, and married consumers; (3) older, married, low-income, or non-white consumers still remain price conscious; and (4) USDA label has become an important symbol of meat quality and safety to older, female, Baptist, and high-income consumers.


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