U.S. Grass-Fed Beef: Marketing Health Benefits

Abstract

Grass-fed beef is a product with health benefits that may appeal to health-conscious consumers. This article analyzes the results of a choice experiment to explore the importance of health benefits in the marketing of grass fed beef. Both price and fat and calories have a negative effect on the choice of the product, and higher levels of omega-3 fatty acids have a positive effect. Price is the most important attribute to respondents (39.5%), a low level of fat and calories is the second most important attribute (36.9%), and the level of omega-3 fatty acids is the least important of these factors (23.6%).

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