European consumer preferences for beef with nutrition and health claims: A multi-country investigation using discrete choice experiments |
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| Institution: | 1. Department of Agricultural Economics, Ghent University, Coupure Links 653, B-9000 Ghent, Belgium;2. Department of Food and Resource Economics, Korea University, 145 – Anam-ro, Seongbuk-gu, Seoul, Republic of Korea;3. Department of Agricultural Economics and Agribusiness, University of Arkansas, 217 Agriculture Building, Fayetteville, AR 72701, USA;4. Norwegian Agricultural Economics Research Institute, PO Box 8024, Dep Storgata 2/4/6, 0030 Oslo, Norway;1. Swedish University of Agricultural Sciences, Department of Economics, P.O. Box 7013, 750 07 Uppsala, Sweden;2. Norm Research & Consulting AB, Hälsingegatan 49, 113 31 Stockholm, Sweden;3. Agrifood Economics Centre, Lund University, P.O. Box 730, 220 07 Lund, Sweden;1. Unidad de Economía Agroalimentaria. Centro de Investigación y Tecnología Agroalimentaria de Aragón, Zaragoza, Spain;2. Instituto Agroalimentario de Aragón-IA2 (CITA-Universidad de Zaragoza), Zaragoza, Spain;1. RAND Corporation, USA;2. Department of International Health, Johns Hopkins Bloomberg School of Public Health, USA;3. CRONICAS Center of Excellence in Chronic Diseases, Universidad Peruana Cayetano Heredia, Peru;4. Department of Medicine, School of Medicine, Universidad Peruana Cayetano Heredia, Peru |
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| Abstract: | The European Union (EU) nutrition labelling policy aims to facilitate consumers’ food choice, stimulate innovation and facilitate the circulation of foods bearing claims across countries. However, the beef industry has not fully taken advantage of utilizing nutrition and health claims based on the EU nutrition labelling policy to differentiate beef products in the market. This study investigates consumer preferences for nutrition and health claims on lean beef steak. Two choice experiments were conducted among 2400 beef consumers in four EU countries (Belgium, France, the Netherlands, United and United Kingdom). Multinomial logit and error component models were estimated. Our results generally suggest that consumer valuation of nutritional and health claims varies across countries. In Belgium, the Netherlands and France, nutrition and health claims on saturated fat yielded higher utilities than claims on protein and/or iron, while the opposite was found among consumers in the UK. The results imply that marketing opportunities related to nutrition and health claims on beef are promising, but that different nutritional marketing strategies are necessary within different countries. |
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| Keywords: | Beef Choice experiment Claims Consumer Health Logit Nutrition Preference |
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