Grannis, Jennifer, authorThilmany, Dawn D., authorSparling, Ed, authorMcKenzie, John, authorDepartment of Agricultural and Resource Economics, Colorado State University, publisher2018-07-272018-07-272002-03https://hdl.handle.net/10217/190024March 2002.The objective of this study is to identify those consumers with the highest willingness to pay and identify which properties of ‘natural meats’ are most important to these consumers. Findings show that consumers are willing to pay a higher percentage premium for natural ground beef than for natural beefsteak. We also categorize respondents using the estimated likelihood of paying a premium for natural beef to compare and contrast how several variables differ among potential customers Several demographics (age and income), as well as shopping behavior and types of meat purchased, are significantly associated with those willing to buy at a premium.born digitalreportsengCopyright and other restrictions may apply. User is responsible for compliance with all applicable laws. For information about copyright law, please see https://libguides.colostate.edu/copyright.Natural beef -- ColoradoNatural beef -- New MexicoMarketing research -- ColoradoMarketing research -- New MexicoText