Estimating Preference Heterogeneity for Grass-fed Beef Cattle Traits

This paper examines grass-fed beef producer preferences for cattle traits using data from a mail survey of 384 U.S. grass-fed beef producers. Conjoint analysis and Likert scale questions were used to determine preferences. Generally, results indicated that producers preferred easy-to-handle, heavy, black, and relatively lower-priced feeders raised from their own cows. The Kernel density figures for source, color, and temperament confirm the mixed logit standard deviation estimates that suggest heterogeneity in producer preferences.