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All Journal Buletin Peternakan AGRIPITA: Jurnal Agribisnis dan Pembangunan Pertanian Pastura; Journal Of Tropical Forage Science BIOTROPIA - The Southeast Asian Journal of Tropical Biology JURNAL PETERNAKAN Jurnal Peternakan Indonesia Jurnal Ternak Tropika Jurnal Ilmiah Universitas Batanghari Jambi Journal of Economic, Bussines and Accounting (COSTING) JOURNAL OF CIVIL ENGINEERING, BUILDING AND TRANSPORTATION AGRITROPICA : Journal of Agricultural Sciences JURNAL ILMIAH PETERNAKAN TERPADU Jurnal Hilirisasi IPTEKS (JHI) Buletin Ilmiah Nagari Membangun Inersia : Jurnal Teknik Sipil Jurnal Abdi Insani SIGMA TEKNIKA MOTIVECTION : Journal of Mechanical, Electrical and Industrial Engineering Unri Conference Series: Community Engagement Wahana Peternakan Warta Pengabdian Andalas: Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks Jurnal Talenta Sipil Jurnal Ilmiah Ilmu-Ilmu Peternakan Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Journal of Civil Engineering and Vocational Education Andalasian Livestock
James Hellyward
Universitas Andalas
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Journal : Buletin Peternakan

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Willingness To Pay For Sustainably Produced Beef: A Study on Urban Consumer Preferences Widiarta, I Putu Gede Didik; Putri, Budi Rahayu Tanama; Qamara, Cori; Hellyward, James; Wijakesuma, Made Hardinata
Buletin Peternakan Vol 49, No 3 (2025): BULETIN PETERNAKAN VOL. 49 (3) August 2025
Publisher : Faculty of Animal Science, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21059/buletinpeternak.v49i3.107081

Abstract

The increasing environmental and ethical challenges associated with conventional beef production have intensified consumer awareness of sustainable food systems, particularly in urban areas of Indonesia. This study examines urban consumers’ willingness to pay (WTP) for sustainably produced beef, focusing on how sustainability attributes, including eco-certification, animal welfare, and environmental sustainability, affect purchasing decisions. Data were collected through a mixed-methods approach, integrating online surveys and Discrete Choice Experiments (DCE), involving a representative sample from five major urban centers: Jakarta, Surabaya, Padang, Balikpapan, and Denpasar. The findings indicate that eco-certification is the most valued attribute, with a marginal willingness to pay (MWTP) of IDR 25,000 per kilogram, followed by animal welfare (IDR 18,500) and environmental sustainability (IDR 15,000). Consumers also demonstrated a general willingness to pay a 20% premium for sustainably produced beef, although regional disparities were observed. Jakarta and Surabaya exhibited the highest WTP premiums, at 23% and 22%, respectively, reflecting the influence of socioeconomic variables, including income, educational attainment, and environmental awareness. These results underscore the growing importance of environmental concerns and ethical considerations in shaping urban consumers’ preferences for beef products. The study contributes to the limited body of literature on sustainable meat consumption behavior in emerging markets, offering practical insights for policymakers, producers, and marketers in designing targeted strategies to promote sustainable beef consumption and support the development of environmentally responsible livestock industries in Indonesia.
Co-Authors - Evitayani Adisti Rastosari Aditya Alqamal Alianta Ahadiyah Yuniza Amri, Taqiyuddin Amrina, Elita Amrizal Anas Anna Farhana Anna Farhana Anwar Efendi Harahap Arif Rahman Hakim Arigi, Dylan Haikal Asdi Agustar Astrini, Ni Kadek Mita Sumadi Azahra, Mutiara Bambang Istijono, Bambang Budi Rahayu Tanama Putri Budi Setiyono* Cici Wulandari, Cici Cori Qamara Desmiyawati Desmiyawati, Desmiyawati Edi Erwan El Latifa Sri Suharto Elfi Rahmi Elita Amrina Endang Purwati RN Fajrona, Kadran Firda Arlina Firdaus, Stevanny Fitrini Fitrini Harnentis Harnentis Henni Noviasari Herwanto, Taufik I Putu Gede Didik Widiarta Ida Indrayani Ikhsan Rias Imam Malik Tarigan Jafrinur Jaswandi . Juliantoni, Jepri kadibengkulu kadi Kusnadidi Subekti Lili Warly Mangku Mundana Mardhiyetti Mardhiyetti Mardiati Zein Mawaddah, Aidha Melinda Noer Mirzah Mirzah Muhamad Zen Zen Muhammad Luthfi iznillah Narny, Yenny Nauli, Fitri Ni Kadek Mita Sumadi Astrini Ningrat, Rusmana Wijaya Surya Ningsih, Rahmita Budiarti Nova Sillia Nova Sillia Novarista, Noni Nur Azlina Nurhimat Putra, Riza Andesca Rahmi Wati Rahmita Budiartiningsih Riesi Sriagtula Rinaldi Ekaputra Risma Apdeni Sabrina Sabrina Setiyono*, Budi Sillia, Nova Suresti, Amna Suyitman Suyitman Syahrial, Syahrial Syihab S.R., Dhia Luthfi TEVINA EDWIN Tinda Afriani Uyung Gatot Syafrawi Dinata Vebryanti, Vebryanti Wijakesuma, Made Hardinata Wilnawati Wilnawati Wilnawati, Wilnawati Winda Sartika WULANDARI, MERI Yananta Sari, Debyta Yanti, Gusri Yetti Marlida Yolani Utami Yozil Alveni Yurnalis Yurnalis Yusni Maulida