Eat MO beef : effects of regional labeling on Missouri consumers' beef preferences

With recent activity suggesting a desire to increase Missouri's meat processing capacity, it is necessary to provide consumer data for industry consideration. The objective of this research is to empirically measure Missouri consumers' willingness-to-pay for various beef attributes and how this varies by age and location of respondents. Through a statewide survey and discrete choice analysis, this study found statistically significant premiums for all three variables under consideration: Missouri grown, local, and USDA prime. Of these, local demanded the highest premium across all demographics with a maximum of 2.23 [dollars] per pound of top loin steak. These premiums are indicative of value-added opportunities, but do not account for additional processing costs incurred and therefore do not guarantee increased profitability.

Name thesis:degree_name

M.S.

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Agricultural economics (MU)

Grantor dc:publisher

University of Missouri--Columbia

Year dc:date.issued

2021

Author dc:creator

• Robertson, Caleb

Advisor dc:contributor.advisor

• Brown, Scott

Language dc:language.iso

eng, English

DOI

https://doi.org/10.32469/10355/85858

OAI identifier oai:identifier

oai:mospace.umsystem.edu:10355/85858