Consumer's Willingness to Pay for Organic Chicken Meat in Samsun Province of Turkey

Abstract

The study aimed to determine consumers willingness to pay extra money for organically raised chicken meat rather than conventionally raised chicken meat. Research data was collected from randomly selected 150 households in Samsun province by using contingent valuation survey method. We used an ordered probit approach for identifying consumer characteristics and attitudes that influence the WTP for organically raised chicken meat. Research results revealed that 81% of the respondents would be willing to pay a premium for organically raised chicken meat. The ordered probit model results showed that willingness to pay was mainly related to tree socio-economic factors which are monthly household income, education level of household head and monthly conventionally raised chicken meat consumption together with 2 attitude factors which are whether previously organic food consumption in the household and respondents opinion about risks of conventionally raised chicken meat to human health. These factors were statistically significant and had positive effect on the WTP.