Understanding the role of information and taste heterogeneity in consumer preferences for functional beef: The case of the omega-3 enriched burger.

Beef demand has progressively decreased due to an increasing number of consumers who perceive beef as harmful to their health, among other causes. In contrast, functional foods are one of the fastest-growing markets. This study aims to analyse consumer preferences and estimates the willingness to pay for beef enriched with omega-3 fatty acids. We intend to identify and profile the potential market segments for functional beef and determine how the provision of information can affect consumer preferences. Data have been collected by applying a choice experiment on a sample of 757 Italian beef purchasers. The sample was randomly split into two information treatments plus a control group. Participants in the information treatments were given an explanation about the functional meat production system. Results showed that the average consumer has a preference for ω-3 enrichment and that information about the food's production process increases this preference. Therefore, the study reveals the existence of a potentially profitable market for functional beef.