A Comparison of U. S. and Canadian Consumers' Willingness to Pay for Red-Meat Traceability
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Auction experiments at locations in the US and Canada are used to determine consumers' willingness to pay for red-meat traceability and other enhanced food characteristics. Consumers in both countries are found to be willing to pay a positive amount for traceability, but would pay even more if traceability were bundled with other characteristics such as animal welfare or enhanced food safety. The results suggest a larger Canadian market for traceability, on a percentage basis, for beef than in the US.