Stated preferences for imported and hormone-treated beef: application of a mixed logit model

Norwegian consumer preferences for country of origin and hormone status of beef were investigated and socio-economic segmentation variables identified. On average, after domestic beef, consumers preferred beef from neighbouring Sweden to beef from more distant countries, and beef from developed countries to beef from less developed countries. US hormone-free beef was perceived as being as good as Irish beef, whereas US hormone-treated beef was perceived as being inferior to Irish and Botswanan beef. In a series of market simulations based on an estimated mixed logit model, it is shown that non-Scandinavian alternatives are close substitutes competing over the import-friendly market segment.