“…Substantial attention in recent literature and in popular media has focused on meat product attributes and traceability (Pendell et al, 2013; Schroeder et al, 2007; Ates & Lusk, 2020; Ortega et al, 2020; H. E. Shear & Pendell, 2020; Lin et al, 2022), specifically beef, which is why beef steak makes an ideal medium to test the effects of BC traceability on consumer preferences, which in this case have implications not just for business implementations of BC technology but also for policies relating to how the technology is managed and governed. To investigate the potential value of BC traceability to consumers and consider governance factors, a discrete CE was designed similar to previously implemented methods (Liu et al, 2019; Fiebig et al, 2010; Balcombe, Fraser, and Falco 2010; Ubilava & Foster, 2009).…”