Impact of Layperson and Scientific Messaging on Sustainable Beef From Seaweed‐Fed Cattle

ABSTRACT

A discrete choice experiment was conducted to elicit consumer preferences for a sustainable beef product from cattle fed a seaweed‐supplemented diet. Additionally, two types of information treatments were tested to determine the more effective method of conveying environmental information. Findings indicate that consumers tend to discount such novel beef. However, while both information treatments significantly increased willingness to pay, the layperson's language proved significantly more effective and independent of consumers' educational background. These results imply that straightforward communication can enhance consumer acceptance of innovative, sustainable products. Policymakers and the beef industry should prioritize the use of plain language to promote environmentally friendly meat products.