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Title: Producer-Driven Marketing of 'Clean, Green and Humane' Lamb
Contributor(s): Broderick, Sherryl (author); Kristiansen, Paul (supervisor)orcid ; Wright, Victor (supervisor)
Conferred Date: 2010
Copyright Date: 2009
Open Access: Yes
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Abstract: Research indicates growing consumer interest in food that has minimal impact on human health, the environment and animal welfare. Such credence attributes may be commonly described as 'clean, green and humane' (CGH) however, the meaning remains vague to consumers and producers until a production standard is specified. This study addresses the lack of production standard by investigating consumer preferences and by evaluating the feasibility of producing and marketing the stated preferences for CGH. Value adding, direct marketing and other entrepreneurial activities to gain a premium are often reported as an option for conventional producers seeking to improve farm revenues. This study addresses a gap in the research by investigating whether the premiums gained are likely to cover the costs of producing and marketing a differentiated product, and the manageability of uncertainties that arise in producer-driven marketing (PDM). The focus of the research was on lamb meat production for the domestic market in Australia.
Publication Type: Thesis Doctoral
Field of Research Codes: 070399 Crop and Pasture Production Not Elsewhere Classified
Rights Statement: Copyright 2009 - Sherryl Broderick
HERDC Category Description: T2 Thesis - Doctorate by Research
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Appears in Collections:School of Environmental and Rural Science
Thesis Doctoral

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