CONSUMER PREFERENCE FOR PST-SUPPLEMENT PORK

Conjoint measurement was used to determine consumer preference for fre sh pork produced with genetically engineered porcine somatotropin (pST ). A preference model was constructed based on three pork attributes, degree of fat reduction, price, and production technology, which allow ed for interactions between attributes to be estimated. Interview surv eys were used to collect data in several shopping centres in three Aus tralian cities. Respondents generally preferred learner pST-supplement ed pork, but only at fat reduction levels greater than those possible with conventionally produced pork, and at competitive prices.