Consumer willingness to pay for chicken welfare attributes in Kenya

This study provides new insights on consumer preferences for chicken welfare attributes in a developing country context. Further, the inclusion of chicken transportation methods as an attribute is a useful contribution to empirical literature. Choice experiment survey data from 200 chicken consumers...

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Bibliographic Details
Published inJournal of international food & agribusiness marketing Vol. 32; no. 4; pp. 379 - 402
Main Authors Otieno, David Jakinda, Ogutu, Sylvester Ochieng'
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 07.08.2020
Taylor & Francis Ltd
Subjects
Animal welfare
Animal welfare attributes
Antibiotics
Chickens
choice experiment
consumer preferences
Consumers
Developing countries
Empirical analysis
Growth hormones
Hormones
Labeling
LDCs
Logit models
Meat
Preferences
survey
Transportation
Willingness to pay
Kenya
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Summary:This study provides new insights on consumer preferences for chicken welfare attributes in a developing country context. Further, the inclusion of chicken transportation methods as an attribute is a useful contribution to empirical literature. Choice experiment survey data from 200 chicken consumers in Kenya were analyzed using random parameter logit model. Consumers had a positive preference for use of certified transportation, humanely slaughtered chicken and welfare labeling. However, there was a negative preference for using antibiotics in chicken production. Relative to the current price of chicken meat, consumers were willing to pay a premium of 30% for use of certified transport, 72% for animal welfare labeling, 135% for humane slaughter, 236% for nonuse of growth hormones and 40% less for chicken reared in confined systems.
ISSN:0897-4438
1528-6983
DOI:10.1080/08974438.2019.1673275