Consumer preferences and willingness to pay for grass-fed beef: Empirical evidence from in-store experiments

Hong Xue, Denise Mainville, Wen You, Rodolfo M. Nayga, Jr

Research output: Contribution to journalArticle

37 Citations (Scopus)


This study uses experimental economic techniques to explore consumers' preferences between conventional beef and grass-fed beef, and their willingness to pay for grass-fed beef. Our analysis shows that palatability attributes play a central role in determining consumers' preferences and WTP. We also find that consumers' nutrition knowledge, beef consumption behavior, health condition, living alone status and household size have significant impacts on consumers' WTP for grass-fed beef.

Original languageEnglish
Pages (from-to)857-866
Number of pages10
JournalFood Quality and Preference
Issue number7
Publication statusPublished - 2010 Oct 1
Externally publishedYes



  • BDM auction
  • Grass-fed beef
  • Nutrition knowledge
  • Sensory characteristics
  • Willingness to pay

ASJC Scopus subject areas

  • Food Science
  • Nutrition and Dietetics

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