摘要 : Changes in the beef industry to improve its competitive position have been slow and relatively unsuccessful. Branded fresh beef products have emerged as a strategy to increase consumer demand and improve coordination throughout th... 展开 Changes in the beef industry to improve its competitive position have been slow and relatively unsuccessful. Branded fresh beef products have emerged as a strategy to increase consumer demand and improve coordination throughout the beef production and marketing channel. Consumers at an upscale retail supermarket chain in Michigan (n=182, 1996) reported a willingness to pay a premium for a branded fresh beef product. Consumers who had previously purchased a branded fresh beef product had a better perception of and were willing to pay more for such a product than consumers who had never before purchased a branded fresh beef product. Price sensitive, health conscious, and frequent beef consumers were willing to pay a lower premium for such a productthan other consumers. Socioeconomic characteristics of consumers were important indicators of the premium they were willing to pay for a branded beef product. 收起