Consumer Preference for Grass-Fed Beef: A Case of Food Safety Halo Effect

Consumers may perceive grass-fed beef to be superior in terms of food safety due to false impressions and a persistent, unproven narrative. Such misperception can distort the market, which may require policy intervention. Using a discrete choice experiment, results indicate that those who perceive higher food safety risks from consuming beef and those who hold the belief that grass-fed beef is safer than grain-fed have a stronger preference for grass-fed beef. This is an important finding as there is no scientific consensus that grass-fed beef is safer. This potential misperception warrants further scrutiny.
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Lim, Kar H.; Hu, Wuyang; Nayga, Rodolfo M. Jr., Consumer Preference for Grass-Fed Beef: A Case of Food Safety Halo Effect, Journal of Agricultural and Resource Economics, Volume 46, Issue 3, September 2021, Pages 447-463

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