Cattle breeding in Northern Australia: Revealing how consumers react to new technologies

In Australia, Bos taurus cattle breeds produce high quality meat, superior in taste and tenderness characteristics. Nevertheless, these breeds do not thrive in the Northern Australian environment. Stem cell transplant techniques could improve northern beef cattle breeding programs by facilitating crossbreeding via natural service. Focus groups were used in this study to explore consumer reaction to reproduction technologies and the implications for buying intentions. Findings suggested that consumers may react negatively to unconventional breeding technologies but the degree of this aversion is contingent upon how the technology is described. These findings are relevant for preparation of choice modeling surveys.