Consumer willingness to pay for beef grown using climate friendly production practices

• Over 70 percent of responding beef consumers support use of grazing practices to reduce GHG.
• Less than 25 percent are willing to pay more for it.
• Among supporters, household WTP is $306 per year, and among all beef consuming households it is $64.

The cattle industry contributes to U.S. agricultural greenhouse gas (GHG) emissions. Prescribed grazing can help reduce GHG emissions. We examine a hypothetical third party certified labeling program for beef from livestock operations using prescribed grazing. Willingness to support and pay for beef with the label is estimated using data from a survey of U.S. consumers. The findings are encouraging for producers and retailers pursuing niche markets for beef products. Estimated annual household willingness to pay is $306 among program supporters and $64 among all beef-consuming households. Support and willingness to pay are influenced by demographics, attitudes toward the environment and food production-distribution system, as well as perceived policy consequences of their survey responses.