Motivation and intended use transparency: Shaping consumer responses to a red meat tax through information disclosure

We investigate the impact of a red meat tax and informational strategies on consumer preferences for ground beef, ribeye steak and alternative proteins in a simulated market. We examine the impact of the tax itself and information about its motivation and revenue usage on demand. Results show the tax shifts demand mainly to other animal-based proteins, with variable responses between beef types, highlighting product-specific sensitivity. Our results also suggest that the effectiveness of the tax in shifting consumer behavior significantly depends on the type of information provided about the tax’s purpose and how its revenues would be recycled.