“…Food safety, in particular, is considered a key purchase driver with WTP up to 100% 1 in some cases (Ortega et al, 2011) where food safety scares can influence preferences . Improvements in food safety are valued by both developed economy consumers (Erdem, 2015;Ortega, Wang, & Olynk Widmar, 2014;Viegas, Nunes, Madureira, Fontes, & Santos, 2014) as well as developing economy consumers (Chalak & Abiad, 2012;Ortega, Wang, Wu, & Hong, 2015;Probst, Houedjofonon, Ayerakwa, & Haas, 2012;Tait et al, 2016;Wu, Yin, Xu, & Zhu, 2014). Food safety improvements may be preferred over animal welfare and environmental quality for meat products (Ortega et al, 2015;Tait et al, 2016) or that the latter two act as cues for safety (Viegas et al, 2014).…”