The effect of information and beliefs on preferences for sustainably produced beef.

This article examines U.S. consumers' willingness to pay (WTP) for beef labeled as "carbon-friendly," produced using prescribed grazing practices that reduce greenhouse gas (GHG) emissions by improving soil health and carbon sequestration. Using an online discrete choice experiment with 860 primary meat shoppers, the study finds that consumers exhibit a positive WTP premium for carbon-friendly beef, which increases when they receive information about the environmental benefits of prescribed grazing. The research further reveals that consumers who believe beef production contributes to GHG emissions show a higher WTP for carbon-friendly beef, while those with neutral beliefs increase their WTP significantly after receiving information. Additionally, attributes such as "humanely raised" and "blockchain traceability" also positively influence consumer preferences, with humanely raised beef commanding the highest premium. The findings highlight the importance of targeted information and labeling strategies that consider consumer beliefs and heterogeneity to promote climate-smart beef production.