Consumers as Conservers—Could Consumers’ Interest in a Specialty Product Help to Preserve Endangered Finncattle?

Abstract

Markets for specialty products can help conserve rare native breeds and valuable animal genetic resources. This study examines the potential demand for Finnish indigenous cattle meat. The results suggest that Finncattle meat could have successful specialty markets, as 86% of respondents reported that they would like to buy it and about a quarter of respondents would be willing to pay a higher price for it than for conventional meat. The consumer segment with the highest probability of purchase and willingness to pay was particularly characterized by male gender, frequent consumption of meat and environmental concerns.

Keywords:

• willingness to purchase
• willingness to pay
• animal genetic resources
• indigenous breeds
• specialty product
• conservation

Notes

1. This assumption was confirmed with a follow-up survey that revealed that only 9% of respondents were not aware of Finncattle. Approximately 80% had learned about Finncattle from the media (Pouta et al. 2011).