Do UK Meat Consumers Value the Use of Methane Inhibitors in Beef Cattle and Dairy Cow Feed to Reduce Enteric Methane Emissions

This study investigated whether UK consumers are willing to pay a price premium for more sustainable beef and milk that are derived from beef cattle and dairy cows that are fed with feed additives to reduce enteric methane emissions. A survey-based choice experiment was conducted to collect the data. A representative sample of 1000 UK meat consumers was used. UK consumers were found to be willing to pay a price premium of £0.55 for 300g of beef and £0.23 for one litre of milk if they are labelled as "Reduced methane". These price premiums are equivalent to 10% and 27% of the current average retail price of beef and milk, respectively. The results also suggested that the simultaneous use of the label "Reduced methane" and, at least, one of the labels "Organic", "British", or "RSPCA Assured" could significantly increase the desirability of beef and milk produced with lower methane emissions.