Which livestock production claims matter most to consumers?

Brenna Ellison, Kathleen Brooks, Taro Mieno

Research output: Contribution to journalArticlepeer-review


Consumers are becoming increasingly interested in how their food is produced. Many studies have focused on consumers’ preferences and willingness-to-pay for specific production-related claims (labels) on food products. However, few studies have asked consumers to rank the importance of different production claims. In this study, we use a best-worst scaling approach to have consumers rank the importance of seven common production claims used on food products. Rankings are obtained across four product types: beef, milk, chicken, and eggs. Results of the study show that consumers often prefer specific components of more encompassing claims (e.g., animals were not treated with growth hormones, no GMOs used in production) as opposed to the broader, more encompassing claim itself (such as product is certified organic). The majority of preference shares were captured by the top three claims, though the order of these preferences appears to vary for meat and non-meat animals.

Original languageEnglish (US)
Pages (from-to)819-831
Number of pages13
JournalAgriculture and Human Values
Issue number4
StatePublished - Dec 1 2017


  • Best-worst scaling
  • Consumer preference
  • Labeling
  • Livestock production claims

ASJC Scopus subject areas

  • Agronomy and Crop Science


Dive into the research topics of 'Which livestock production claims matter most to consumers?'. Together they form a unique fingerprint.

Cite this