Public acceptance of beef carbon tax earmarks

The escalating effects of climate change make it important to find ways to offset the carbon burden. One way to do so is to reduce beef consumption, since cattle production creates large amounts of greenhouse gases, which contribute to global warming and climate change. In this study, we explore US consumers’ perceptions of alternative beef products. Specifically, we test the effects of three types of earmark information on consumers’ valuation of a beef carbon tax related to hamburger meat through two labeled discrete choice experiments. Our results show that earmark information can be effective in reducing the negative impact of an environmental tax on consumers’ willingness to pay for beef products. This study contributes to a better understanding of how consumers would bear environmental taxes for beef and alternative products.