Do demographic and beef eating preferences impact on South African consumers' willingness to pay (WTP) for graded beef?

Title
Do demographic and beef eating preferences impact on South African consumers' willingness to pay (WTP) for graded beef?
Publication Date
2019-04
Author(s)
Strydom, Phillip
Burrow, Heather
( author )
OrcID: https://orcid.org/0000-0002-7989-0426
Email: hburrow2@une.edu.au
UNE Id une-id:hburrow2
Polkinghorne, Rod
Thompson, John
Type of document
Journal Article
Language
en
Entity Type
Publication
Publisher
Elsevier BV
Place of publication
Netherlands
DOI
10.1016/j.meatsci.2018.12.011
UNE publication id
une:1959.11/27617
Abstract
A total of 720 South African consumers sourced from rural and urban backgrounds scored willingness to pay (WTP) for different eating quality grades of beef. The consumers had previously participated in taste panels which scored eating quality of grilled and slow cook samples before grading them as either 2 (unsatisfactory), 3 (good every day), 4 (better than everyday), or 5 (premium) star quality. Consumers provided details on demographic and meat preference traits. Eating quality grade had the largest effect on WTP (P < .001). Whether consumers were sourced from urban or rural backgrounds, or had tasted beef prepared using grill or slow cook methods had little effect on WTP (P > .05). Similarly, demographic and meat preference traits had little effect of WTP (P > .05), with the exception that at the higher meat quality grades older consumers had a lower WTP than younger age groups (P < .05), as did households with > 8 adult consumers (P < .05).
Link
Citation
Meat Science, v.150, p. 122-130
ISSN
1873-4138
0309-1740
Pubmed ID
30677552
Start page
122
End page
130

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