Work

Impact of Layperson and Scientific Messaging on Sustainable Beef From Seaweed‐Fed Cattle

Year: 2026

Type: article

Abstract: ABSTRACT A discrete choice experiment was conducted to elicit consumer preferences for a sustainable beef product from cattle fed a seaweed‐supplemented diet. Additionally, two types of information treatments were tested to determine the more effective method of conveying environmental information. Findings indicate that consumers tend to discount such novel beef. However, while both information treatments significantly increased willingness to pay, the layperson's language proved significantly more effective and independent of consumers' educational background. These results imply that straightforward communication can enhance consumer acceptance of innovative, sustainable products. Policymakers and the beef industry should prioritize the use of plain language to promote environmentally friendly meat products.

Source: Applied Economic Perspectives and Policy

DOI: 10.1002/aepp.70138

Authors: Jianhui Liu, John Lai, Bachir Kassas, Andrew Ropicki

Institution: University of Florida

Language: English

Topic: Economic and Environmental Valuation

Subfield: Economics and Econometrics

Field: Economics, Econometrics and Finance

Domain: Social Sciences

SDG: Zero hunger

Open Access status: bronze

Funders: U.S. Department of Agriculture, Agricultural and Applied Economics Association, National Institute of Food and Agriculture