Economic feasibility of Campylobacterâ€ reduced chicken: Do consumers have high willingness to pay?
Yukichika Kawata and
Agribusiness, 2018, vol. 34, issue 2, 222-239
We apply a choice experiment to estimate additional willingness to pay for Campylobacterâ€ reduced chicken compared with normal chicken. We select Japanese consumers as an example because Japan is the world's largest chicken importer. The additional willingness to pay is estimated to be 38.87 JPY (about 0.39 USD)/150 g (when food poisoning levels reduced from 1/500 to 1/1,000) and 80.29 JPY (about 0.80 USD)/150 g (1/2,000). These values are high enough to cover additional associated costs, implying that producersâ€™ spontaneous provision of Campylobacterâ€ reduced chicken is feasible. Our study is the first to confirm this fact. In addition, we elucidate consumersâ€™ characteristics that push up additional willingness to pay, thereby drawing useful implications for promoting safer chicken. Good progress in providing safer chicken in Japan would create more global business opportunities for companies and might trigger expansion of pathogenâ€ reduced table meat worldwide. [EconLit citations: Q13, Q18]
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:34:y:2018:i:2:p:222-239
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