Please use this identifier to cite or link to this item: https://hdl.handle.net/1959.11/23571
Title: Determinants of consumer willingness to pay for quality-graded Australian sheep meat
Contributor(s): Tighe, Kara (author); Cacho, Oscar J (author)orcid ; Mounter, Stuart (author)orcid ; Villano, Renato (author); Ball, Alex (author); Pethick, David W (author); Fleming, Euan (author)
Publication Date: 2018
DOI: 10.1071/AN15873
Handle Link: https://hdl.handle.net/1959.11/23571
Abstract: The present study investigated the influence of a quality-grading system, demographic information and consumption preferences on consumer willingness to pay (WTP) for sheep meat. Eating quality was defined by four grades developed by the Meat Standards Australia (MSA) sheep meat-grading scheme. These grades were based on consumer palatability scores for cooked sheep-meat samples and described as 2-star ('unsatisfactory' quality), 3-star ('good every day' quality), 4-star ('better than every day' quality) and 5-star ('premium' quality). Currently, sheep-meat available in Australian retail outlets that meets MSA quality specifications is trademarked as 'MSA graded' and consists of lamb that falls into at least the 3-star quality band. There is no distinction made between 3-, 4- and 5-star-graded product. A challenge for marketers would be pricing the product by these three grades should finer-quality differentiation be adopted. The present study evaluated consumer WTP for the MSA quality grades and interactions with consumer demographic factors and consumption preferences. Results clearly showed that consumers were willing to pay less for the 2-star grade and more for 4- and 5-star grades, than for 3-star grade. Robust results for the impact of demographic and consumption preferences on WTP were limited to consumer age, occupation, income level and the interaction between MSA grade and consumer age.
Publication Type: Journal Article
Source of Publication: Animal Production Science, 58(9), p. 1692-1699
Publisher: CSIRO Publishing
Place of Publication: Australia
ISSN: 1836-5787
1836-0939
Field of Research (FOR): 140201 Agricultural Economics
Peer Reviewed: Yes
HERDC Category Description: C1 Refereed Article in a Scholarly Journal
Appears in Collections:Journal Article
UNE Business School

Files in This Item:
2 files
File Description SizeFormat 
Show full item record

SCOPUSTM   
Citations

2
checked on Nov 30, 2018

Page view(s)

330
checked on Mar 20, 2019
Google Media

Google ScholarTM

Check

Altmetric

SCOPUSTM   
Citations

 

WEB OF SCIENCETM
Citations

 

Items in Research UNE are protected by copyright, with all rights reserved, unless otherwise indicated.