THE WILLINGNESS OF CONSUMERS TO PAY FOR ATTRIBUTES OF LAMB

A contingent valuation approach has been used to estimate the willingness to pay by consumers for changes in leanness and portion size in lamb loin chops. Over 800 consumers were interviewed at four major shopping centres in Sydney. Consumers were prepared to buy loin chops with more fat cover at a discounted price but were unwilling to offer a premium for chops with a larger area of red meat