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.