摘要：Consumers in developed countries are becoming increasingly aware of food safety, that is to say, the influence of food on human health. The public concern is deeper for those products, such as beef, that have suffered gravely from disease (BSE). In this paper, the factors that influence the decision of purchasing two products, fresh lamb and beef, are investigated. The linkage between quality labels and attributes of food safety is also studied. Finally, the conjoint analysis is used to discern differences in preferences between consumers of labelled meat and non-consumers and to estimate the marginal willingness to pay for the main attributes, in particular, for the quality label.
关键词：Quality label; Food security; Conjoint analysis; Marginal willingness to pay
