Valuation of Safety-Branded and Traceable Free Range Chicken in Ha Noi: Results from a Field Experiment

Jennifer Ifft, David Roland-Holst and David Zilberman

No 49444, 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin from Agricultural and Applied Economics Association

Abstract: The valuation of traceable or safety-branded food by consumers in developing countries affected by diseases such as avian influenza, or with food safety issues in general, is very difficult to identify. Products that have safety-branding are not common, and food is usually purchased by bargaining at informal markets. However, valuation of traceability has important implications for livestock disease policies as well as agricultural sector development. Through developing a short-term certified supply chain for free range chicken in Hanoi, we were able to conduct a combined field experiment and detailed household survey to measure the valuation of this type of poultry. We find that consumers in urban Hanoi on average have a welfare gain of about $1 per whole chicken purchase for safety-branding and traceability, which translates into a potential annual consumer welfare gain of $66 million for such characteristics.

Keywords: Demand and Price Analysis; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
Pages: 16
Date: 2009
New Economics Papers: this item is included in nep-agr and nep-exp
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea09:49444

DOI: 10.22004/ag.econ.49444

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