Sustainable production value vs self-oriented product value in driving organic beef consumption: a comparative analysis of China, the UK and Vietnam

Purpose This study examines how sustainable production values (e.g. environmental protection and animal welfare) and self-oriented product values (e.g. food safety, health benefit, superior taste, perceived availability, perceived high cost, and social norms) are evaluated by consumers and how these values influence willingness to pay (WTP) for imported Australian organic beef in three countries. Design/methodology/approach Online surveys were conducted in China (N = 1,303), the UK (N = 1,057), and Vietnam (N = 760) to measure the importance of sustainable production values and self-oriented product values for WTP for imported Australian organic beef using the contingent valuation method. Findings The findings highlight significant differences in participants’ assessment of these values and how these values influenced WTP between the three countries. Although sustainable production values were generally appreciated, they were considered less important in consumers’ purchasing decisions of organic beef than self-oriented product values. Practical implications The findings can help the meat industry effectively communicate with consumers to promote organic meat consumption. Though highlighting the sustainable attributes of organic meat is important, consumers’ self-oriented needs should be met first and foremost. Such communication must also consider the context of the targeted markets. Originality/value By examining the effects of sustainable production values and self-oriented product values on consumers’ purchasing decisions of organic beef, this study provides novel insights into how these values differently influence consumers’ purchasing decisions across diverse cultural contexts.