An online survey of 872 outdoor enthusiasts (self-reporting as regularly hunting, fishing, or participating in other outdoor activities) included choice experiment, maximum difference, validation and stated attribute non-attendance questions. Hunters had a statistically lower preference share devoted to animal welfare for meat purchasing and lower willingness to pay for some attributes of pork chops and chicken breasts. Accounting for stated or inferred attribute non-attendance did not change willingness to pay estimates for either product. Respondents who passed a simple validation question had statistically higher mean willingness to pay for some attributes of pork chops and chicken breasts.