Abstract：
This study determined consumers\' attitudes towards physical and mental wellness related to red meat consumption and their willingness to pay (WTP) more for the meat. In 2019, two online surveys of red meat eaters were conducted in the USA (n = 1000) and Australia (n = 523) using commercial platforms. Results showed that over 90% of respondents indicated interest in purchasing red meat to improve their wellness status. Additionally, about 85% indicated their WTP more for red meat for its wellness benefits, with Americans indicating stronger willingness than Australian respondents. The potential of meat consumption to improve overall wellness among red meat eaters was a dominant factor influencing consumers\' WTP more. Other factors that increased WTP included frequency of meat consumption, physical exercise, sleep quality, number of children in a household, partnership status, and economic position. Outcomes from this study highlight a unique opportunity for the meat industry to position meat on its qualities that include wellness improvement if backed up with robust scientific evidence.
摘要：
这项研究确定了消费者对与红肉消费相关的身体和心理健康的态度，以及他们愿意为肉类支付更多费用（WTP）。2019年，在美国（n=1000）和澳大利亚（n=523）使用商业平台对红肉食者进行了两次在线调查。结果显示，超过90％的受访者表示有兴趣购买红肉以改善其健康状况。此外,大约85%的人表示他们的WTP更多的是红肉，因为它的健康益处，美国人表现出比澳大利亚受访者更强的意愿。肉类消费改善红肉食者整体健康的潜力是影响消费者WTP的主要因素。增加WTP的其他因素包括肉类消费频率，体育锻炼,睡眠质量,一个家庭中的孩子数量，伙伴关系地位，和经济地位。这项研究的结果突显了肉类行业在其品质上定位肉类的独特机会，其中包括健康改善，如果有强有力的科学证据支持。
