Consumer insights and willingness to pay for attributes: New Zealand beef products in California, USA

Abstract

A theme of the Our Land and Water (OLW) National Science Challenge is to achieve “greater value in global markets”. This includes “understanding our international customers’ demands for products from New Zealand’s land and water”. This research is funded by the OLW national science challenge from the programme Integrating Value Chains and is one of a series of four reports assessing consumer behaviour and preferences in market. In addition the report examines the consumer’s use of media and technology to obtain information on and/or purchase products. This report is on consumer’s behaviours and attitudes towards purchasing, using and gaining information on beef in California.