Consumers’ willingness to pay for beef direct sales. A regional comparison across the Pyrenees

► WTP for beef direct sale (box-scheme) in neighbouring regions in two EU countries. ► Different degrees of knowledge, use and WTP are found across regions. ► Direct market associated with socio-economic, environmental and private benefits. ► WTP affected by familiarity with the system, beef consumption experience and variety. Willingness to pay (WTP) for direct market of beef is investigated in two Spanish and two French regions located on both sides of the Pyrenees. Given the novelty of this distribution system, especially in Spain, a contingent valuation approach is undertaken, and a double-bounded model is estimated. Different patterns of awareness, use and WTP are found across regions. Likewise, the profile of current and potential users of direct sale chains is investigated. Experience in the different stages involved from choice to final consumption of beef, intensity of varied beef consumption, familiarity with direct market of food in general, and beef in particular, are some of the relevant factors to explain WTP and the probability of getting engaged into a direct distribution system of beef.