Do consumers prefer pasture-raised dual-purpose cattle when considering meat products? A hypothetical discrete choice experiment for the case of minced beef

Livestock production is criticised for animal welfare conditions and its impact on the environment. Pasture-raised dual-purpose cattle may be able to provide an opportunity for more sustainable livestock production. Despite societal interest and substantial grazing opportunities in several regions of northern Europe, the market share of sustainably produced beef is currently low. This study investigated consumer preferences and willingness-to-pay for pasture-raised beef from dual-purpose cattle. Data were obtained from a hypothetical choice experiment (n = 513), attributing the type of husbandry (stable-based, pasture-raised, pasture-raised using nature conservation areas), breed (no description, single-purpose, dual-purpose), production method (conventional, organic), origin (locally produced, produced in Germany), and price (5.98, 11.98, 17.98, 23.98 €/kg), and were analysed using random parameter logit modelling. The most important overall attribute was ‘type of husbandry’ followed by ‘breed’, indicating consumers' concerns for animal welfare and naturalness. Our analyses revealed a clear preference for pasture-raised dual-purpose cattle, demonstrating great market potential for animal welfare-friendly meat products.