GTAP Resources: Resource Display
| GTAP Resource #7278 |
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"Consumers preferences for beef based on color" by Thies, Annika, Amanda M. Countryman, Brianne Altmann, Colton Smith and Mahesh N. Nair Abstract Retailers often discount or discard beef that changes from a cherry red color to a brown hue, despite its potential microbiological safety for consumption in the majority of cases. This practice contributes to significant meat waste within the U.S. retail sector. In order to understand consumer demand behavior with regard to beef color and derive measures to successfully market discolored beef and reduce food waste, this study investigates the color preferences of U.S. beef consumers. It uses a hypothetical discrete choice experiment based on digital photos of beef steaks with different color, price, and discount labels in retail packaging. Results of a Mixed Logit Model show that beef shoppers prefer color nearly linearly across days of retail display with a decreasing willingness to pay for all days of retail display relative to day zero. Results of this research provide a more detailed understanding of consumer meat purchasing decisions that need to be incorporated into future demand estimation and global economic modeling. |
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- Resources and circular economy - Sustainable development - Food prices and food security - Econometric methods - North America |
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Public Access  Paper (364.1 KB) Replicated: 0 time(s)Restricted Access No documents have been attached. Special Instructions No instructions have been specified. |
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Last Modified: 9/15/2023 2:05:45 PM
