Consumers willing to pay extra for irradiated or steam pasteurized meat.
Nearly 80 percent of respondents said that at an equal price, they would choose the treated product. Fifty-five percent would choose treated product if it cost more. The survey also found that some consumers were still more concerned about irradiation than steam pasteurization. The probability of choosing to buy an untreated product was higher if irradiation, rather than steam pasteurization, was the treatment.
Although steam pasteurization had a lower rejection rate, respondents who chose to buy a treated product tended to place a higher value on irradiation than on steam pasteurization. They displayed a higher willingness to pay for it, the survey found.
Households with children were more likely to choose the safer products. But the presence of children did not influence the family's willingness to pay a higher price. Consumers who were willing to pay more were on average willing to pay a premium of $0.22-0.26 per pound.
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|Comment:||Consumers willing to pay extra for irradiated or steam pasteurized meat.|
|Publication:||Food & Drink Weekly|
|Article Type:||Brief Article|
|Date:||Mar 21, 2005|
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