Misconceptions and meat: The impact of new knowledge on meat demand

Food labeling is intended to clarify information for consumers, yet sometimes labeling can be misleading. This study examines US consumer choice for labeled and unlabeled products across meat animal species in which differing regulations exist by species regarding hormone use in production and where consumer perception of hormone use by species varies. In the case of hormone use in US meat animal production, pork and poultry products labeled as being produced with no added hormones must also state that federal regulations prohibit the use of hormones in production. However, this required information is often obscured on retail labels. Results from expected utility models indicate that after consumers receive information regarding regulations and actual hormone use across species, the difference in utility and in willingness to pay for products labeled “produced with no added hormones” versus unlabeled product is lower for products where hormone use is restricted by federal regulations [EconLit Citations: Q13, D12, Q18].