Assessing consumers' preferences for beef and lamb meat linked to wildfire prevention services

Meat from silvopastoral systems, due to its provision of numerous ecosystem services such as wildfire risk reduction in Mediterranean forests, can address societal growing demands for meat produced with lower environmental impacts. Differentiation of meat from these systems may contribute to their economic sustainability and hence to reverse their decline in the Mediterranean. This study investigated consumer preferences and willingness-to-pay (WTP) for beef and lamb meat from silvopastoral systems associated to the provision of wildfire prevention service and explored two alternative ways of labelling this service. Through a choice experiment survey considering type of pasture, length of grazing period, production distance and price, we gathered data from 1209 meat consumers in two Spanish cities. We considered forest grazing with a target purpose as a level in the type of pasture attribute and it was presented either as grazing to prevent wildfires or grazing to reduce biomass in two alternative versions of the valuation survey. The random parameter logit model revealed the highest preferences and WTP towards nearby production distances, followed by targeted grazing and forest grazing, while the length of grazing period was less relevant. No significant differences in consumers WTP were found between conveying targeted grazing either as fire prevention or biomass reduction. Our findings also suggest that consumers' preferences varied with location, attitudes towards local food and environmental role of grazing and consumption habits. Knowledge gathered in our work contributes to understand consumers perceptions on the beneficial environmental impacts of meat production.