Will Consumers Pay a Premium for “Raised Carbon Friendly” Beef? Evidence from a Contingent Valuation Experiment
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Cattle production contributes about 2.2% of US greenhouse gas emissions. The adoption of prescribed grazing (PG) could reduce these emissions. Grass-fed beef products command price premiums; whether beef produced with PG programs would do likewise is not known. This research estimates consumer willingness-to-pay for beef grown using the PG technology.