THE POTENTIAL FOR MARKETING PORK PRODUCTS WITH EMBEDDED ENVIRONMENTAL ATTRIBUTES: RESULTS FROM AN EXPERIMENTAL STUDY

Environmental issues such as air and water quality related to livestock production currently receive much attention. Potential methods for environmental improvement range from regulation to market solutions. This study looks at consumer willingness to pay for pork products with embedded environmental attributes. Experimental auctions showed that over one-half of the participants (62%) paid a premium, that did not vary significantly between differing regions of the United States.