US Consumer Appetite for Climate Claims on Beef Products: Does Country‐of‐Origin Matter?

ABSTRACT Beef cattle producers have been receiving pressure to reduce methane emissions from production. Beef products with varying climate claims have recently been introduced to the retail sector, stemming from various countries‐of‐origin. Using data from a US consumer survey, we find a subset of US consumers is willing to pay a premium for Lower Carbon Footprint beef products. These consumers are willing to pay a higher premium for the claim on ribeye steak ($1.84/lb) compared to ground beef ($0.79/lb). Imported beef products with climate claims are unlikely to have major implications on the demand for US‐produced beef.