In recent decades, the demand for food worldwise has undergone significant changes that have highlighted the issue of the quality and safety of food consumed. After international food crisis associated with consumption of fresh meat, consumer concerns about the quality and safety of these products has been increased. However, the atrribtures for assessing the safety of fresh meat consumption are not firectly observable; they are credence attributes. The aim of this work is to investigate consumers' preceptions of safety in Argentina and identify factors that help expalin consumers' willingness to pay for different attributes related safety of the beef products, including, a hypothetical hygiene certification in handling and retailing. The results indicate a positive willingness to pay for fresh meat atrributes such as personalized attention in a butcher counter, the presense of a "safety certification" in the place of purchase and the bright red color on the product.


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