Abstract

HERNANDEZ VALDIVIA, Miriam Susana et al. Analysis of the willingness to pay for antibiotic-free pork, a Choice Experiments approach. Rev. mex. de cienc. pecuarias [online]. 2023, vol.14, n.3, pp.658-671.  Epub Sep 08, 2023. ISSN 2448-6698.  https://doi.org/10.22319/rmcp.v14i3.6062.

Health issues and the production of differentiated foods influence the consumers' decisions and lead them to opt for products with particular organoleptic characteristics. The objective of this research was to estimate the preferences and willingness to pay for antibiotic-free pork in the municipality of Texcoco, State of Mexico, in order to determine the existence or absence of an incentive for the commercialization of antibiotic-free pork. The Discrete Choice Method of Experiments was used. The attributes considered in the design were: color, fat content, and presence of antibiotics. A survey of 196 consumers was carried out for this purpose. The results were analyzed with the NLOGIT 4.0 software, using a mixed logit model. The most valued attribute was antibiotic content, which means that respondents would be willing to pay an additional premium of $30.65 MXN/kg for antibiotic-free pork. It was found that the higher the income and the higher the frequency of pork consumption, the greater the willingness to pay an additional premium for antibiotic-free meat. A WTP of $5.78 MXN was determined for meat with normal fat, and of $3.73 MXN for red meat. Pork consumers in the eastern part of the State of Mexico would be willing to pay an additional premium for antibiotic-free pork and for such quality aspects as fat content and color.

Keywords : Choice Experiments; Willingness to pay; Antibiotic-free meat; Mixed Logit; Differentiated products.

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