Consumption of raw or undercooked meat increases the risk of infection with Toxoplasma gondii. Freezing meat products can eliminate this risk. Freezing of meat may affect consumers' valuation of meat products in two different ways: it may be valued positively because of increased food safety or valued negatively because of (perceived) loss of quality. In a Discrete Choice Experiment on four different meat products we studied the difference in willingness to pay for frozen and non-frozen meat products in the Netherlands. Analyses revealed that most Dutch consumer groups prefer non-frozen meat. Price was important in consumer decisions, whereas the meat being frozen appeared to play a minor role in the decision to purchase meat products.

Even though it may seem obvious that people would prefer safe food to unsafe food, in a context where consumers presume food being safe, many consumers appear unwilling to pay for freezing of meat as additional measure to reduce the risk of food borne infections such as toxoplasmosis.

食用生的或未煮熟的肉会增加弓形虫感染的风险。冷冻肉类产品可以消除这种风险。肉类的冷冻可能以两种不同的方式影响消费者对肉类产品的评估：由于食品安全性的提高，其价值可能为正；由于（感知的）质量下降，其价值可能为负。在针对四种不同肉类产品的离散选择实验中，我们研究了荷兰购买冷冻和非冷冻肉类产品的意愿不同。分析显示，大多数荷兰消费者群体更喜欢非冷冻肉。价格对消费者的决定很重要，而冷冻肉在购买肉类产品的决定中似乎起着很小的作用。

尽管看起来似乎比起不安全的食物，人们更喜欢安全食品，但在消费者认为食品安全的情况下，许多消费者似乎不愿意为冻结肉类支付费用，以此来降低弓形虫病等由食物传播的风险。