Consumers in the United States spend a large portion of their household food expenditure on beef, as some of them are willing to pay premium for beef products presented with high quality attributes, both taste and non-taste related. This study examines U.S. beef consumer preferences and willingness to pay for non-taste, "extrinsic" attributes that exhibit public benefits, and how they are affected by individual taste and scale heterogeneity. Effects of consumers' beliefs in the consequential effects of their beef choices are also investigated. Results may further understanding of U.S. consumers' perception and acceptance of extrinsic attributes in beef products and public issues such as food safety, climate change and animal welfare.


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