U.S. Department of Agriculture; Agriculture and Food Research Initiative; Proposal Number: 2019-05774
There is extensive evidence that country of origin is an important product attribute where many consumers prefer labels specifying product origin. In the context of U.S. beef trade, few studies have focused on how European, Asian, and Latin American consumers perceive meat imports from the U.S., whether meat preferences are actually influenced by country of origin, and whether consumers are willing to pay a premium for meat products from specific countries. Understanding European, Asian, and Latin American consumers’ willingness to pay (WTP) for U.S. beef, the impact of different product labels on consumer choices, and the underlying consumer characteristics driving WTP are critical to providing recommendations to U.S. producers desiring to expand their exports and increase their share of foreign beef markets.
For this project, we are evaluating consumer demand for U.S. beef in markets important to U.S. exports and/or overall global beef trade. We are evaluating two of the largest markets for U.S. beef and three potential/emerging markets for U.S. beef. The goals of this project are to identify beef product attributes that are especially valued by consumers in the identified markets, and to identify differences between consumers across the selected countries to support strategies for global marketing activities. We also estimate import demand for beef products differentiated by country of origin in the selected importing countries.