View Our Strategy Document 2019 – 2024
November 02, 2023
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Kelly Rabie, Pexels
You are here: Home Resource Finder Infographic Predicted willingness-to-pay price premium for red meat and dairy products
Predicted willingness-to-pay price premium for red meat and dairy products
May 2021
This infographic summarises key findings from a meta-analysis of international studies. It found the highest consumer ‘willingness to pay’ (WTP) for sustainability attributes is for certified organic products (31% premium for red meat, 29% for dairy products), and the lowest WTPs are for traceability (18% premium for red meat, 26% for dairy) and for a broad ‘environmentally friendly’ claim (19% for red meat, 25% for dairy).
Source: Consumer Willingness to Pay Price Premium for Credence Attributes of Livestock Products– A Meta-Analysis by Wei Yang, Alan Renwick (Journal of Agricultural Economics, March 2019)