Asioli, Daniele; Banovic, Marija; Barone, Ada Maria; Grasso, Simona and Nayga Jr., Rodolfo M.. 2023. European consumers' valuation for hybrid meat: Does information matter? Applied Economic Perspectives and Policy, 45(1), pp. 44-62. ISSN 2040-5790 [Article]

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Abstract or Description

This study investigates for the first time how the use of different information messages (i.e., health, sensory, and convenience benefits) about hybrid meat shapes British, Spanish, and Danish consumers' willingness to pay (WTP) for such products. Hybrid meats are products whereby a proportion of the meat has been replaced by plant-based proteins. Using a choice experiment (CE) involving hybrid burgers that vary across four attributes (i.e., ingredient, fat content, Carbon Trust label, and price), our results show that consumers are generally not yet willing to pay a premium for such new products. Furthermore, we found that consumer valuation for hybrid burgers strongly depends on the type of information provided and consumer characteristics. These findings provide useful guidelines on how information can be used in communicating the nature of the hybrid meats to the public in a cross-country context.

Item Type:	Article
Identification Number (DOI):	https://doi.org/10.1002/aepp.13283
Additional Information:	Funding information: EIT Food, Grant/Award Number: 20206 JEL Classification: Q110 agriculture, Q130 agricultural markets and marketing, Q180 agricultural policy, agribusiness, aggregate supply and demand analysisfood policy, cooperatives, prices
Keywords:	consumer, European countries, hybrid meat, information provision, willingness to pay
Departments, Centres and Research Units:	Institute of Management Studies
Dates:	Date Event 28 July 2021 Submitted 17 April 2022 Accepted 9 May 2022 Published Online March 2023 Published
Item ID:	31864
Date Deposited:	23 May 2022 10:40
Last Modified:	14 Mar 2023 11:28
Peer Reviewed:	Yes, this version has been peer-reviewed.
URI:	https://research.gold.ac.uk/id/eprint/31864

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