Consumer Willingness to Pay for Tennessee Beef

This study examines willingness to pay (WTP) for beef produced in Tennessee among consumers in five metropolitan areas. Consumers who prefer grain-fed, flavorful beef are willing to pay more for Tennessee beef steaks, while price conscious consumers and those who shop at big box stores are willing to pay less. Consumers who value freshness, safety, and natural products are willing to pay more for Tennessee ground beef. Preferences for grass-fed beef, lower prices, and ease of preparation influence the types of outlets where consumers anticipate purchasing Tennessee beef products.

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