How Australian consumers value intrinsic and extrinsic attributes of beef products

Ardeshiri, A; Rose, JM

How Australian consumers value intrinsic and extrinsic attributes of beef products

Ardeshiri, A Rose, JM

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Publication Type:: Journal Article
Citation:: Food Quality and Preference, 2018, 65 pp. 146 - 163
Issue Date:: 2018-04-01

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Field	Value	Language
dc.contributor.author	Ardeshiri, A	en_US
dc.contributor.author	Rose, JM	en_US
dc.date.issued	2018-04-01	en_US
dc.identifier.citation	Food Quality and Preference, 2018, 65 pp. 146 - 163	en_US
dc.identifier.issn	0950-3293	en_US
dc.identifier.uri	http://hdl.handle.net/10453/130312
dc.description.abstract	© 2017 Elsevier Ltd The purpose of this paper is to determine which information cues on beef labels actually attract consumer interest. We applied a discrete choice experiment to investigate 1002 Australian consumer preferences and willingness-to-pay (WTP) for different beef products. Consumers were presented with a novel experiment in which they indicated “how many” they would purchase for mince, diced, roast, and four cuts of steaks (rump, porterhouse, scotch fillet and eye fillet). The results from an ordered logit model showed that cues related to healthy option purchases play a stronger influential role on Australian consumers decision making compared to other beef attributes. Australian consumers have a stronger preference for less marbled beef. Moreover, white fat colour is more desirable than yellow colour. Furthermore, in relation to labelling information, origin of the beef is a key indicator in consumer's evaluation process. We observed a highly inflated WTP for origin of the beef. For example a WTP of $5.76 for Scotch fillet steak from “Tasmania” compared a WTP of −$14.22 for the same cut from “China”. This finding may be due to Australian consumers using origin as a cue for food safety or quality. We concluded that preferences for beef products are not similar across consumers from different nations and country-specific research is required to illustrate consumer's preference. Finally, this study provides managerial and policy implication and recommendations to better understand the relative value to the Australian consumer of beef product appearance and labelling information.	en_US
dc.relation.ispartof	Food Quality and Preference	en_US
dc.relation.isbasedon	10.1016/j.foodqual.2017.10.018	en_US
dc.subject.classification	Food Science	en_US
dc.title	How Australian consumers value intrinsic and extrinsic attributes of beef products	en_US
dc.type	Journal Article
utslib.citation.volume	65	en_US
utslib.for	1505 Marketing	en_US
utslib.for	0908 Food Sciences	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Strength - BIDA - Business Intelligence and Data Analytics
utslib.copyright.status	closed_access
pubs.publication-status	Published	en_US
pubs.volume	65	en_US

Abstract:

© 2017 Elsevier Ltd The purpose of this paper is to determine which information cues on beef labels actually attract consumer interest. We applied a discrete choice experiment to investigate 1002 Australian consumer preferences and willingness-to-pay (WTP) for different beef products. Consumers were presented with a novel experiment in which they indicated “how many” they would purchase for mince, diced, roast, and four cuts of steaks (rump, porterhouse, scotch fillet and eye fillet). The results from an ordered logit model showed that cues related to healthy option purchases play a stronger influential role on Australian consumers decision making compared to other beef attributes. Australian consumers have a stronger preference for less marbled beef. Moreover, white fat colour is more desirable than yellow colour. Furthermore, in relation to labelling information, origin of the beef is a key indicator in consumer's evaluation process. We observed a highly inflated WTP for origin of the beef. For example a WTP of $5.76 for Scotch fillet steak from “Tasmania” compared a WTP of −$14.22 for the same cut from “China”. This finding may be due to Australian consumers using origin as a cue for food safety or quality. We concluded that preferences for beef products are not similar across consumers from different nations and country-specific research is required to illustrate consumer's preference. Finally, this study provides managerial and policy implication and recommendations to better understand the relative value to the Australian consumer of beef product appearance and labelling information.

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http://hdl.handle.net/10453/130312