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Application Of Choice-Based Conjoint Analysis To Determine Consumers' Preferences And Willingness To Pay For Grass Fed Beef In The United States, Franklin Fernando Vaca Moran

LSU Doctoral Dissertations

U.S. consumption of beef has declined during the last three decades. Consumer preferences have shifted toward products that are considered healthy, environmentally friendly and obtained through sustainable production methods. Because of the characteristics of grass-fed beef production, consumers are becoming more interested in grass-fed beef products than conventional beef products. A choice-based experiment was used to assess consumer’s preferences for grass-fed beef. A national online survey was conducted in May 2012 and the information from 4000 respondents was collected from the entire U.S. The respondents were divided in two groups of similar size: grass-fed beef eaters, comprised by the respondents …