Level of Awareness and Willingness to Pay for Safe Milk: A Study of Urban Consumers in North India

IF 1.1 Q3 AGRONOMY
Indrajit Mondal, Gunjan Bhandari, Biswajit Sen, Udita Chaudhary
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引用次数: 0

Abstract

Milk adulteration and contamination pose a serious challenge for the dairy sector. Consumer awareness of food safety can be crucial in addressing this problem, especially in the countries with limited regulatory resources. The present study attempts to assess consumer milk safety awareness and also estimate their Willingness to Pay for safe milk. The data required for the study was collected from 270 milk consuming households in North India which was then analysed by using contingent valuation method, regression analysis and index construction. The overall milk safety awareness index was found to be 0.73. Awareness on milk safety was found to be low among 29 per cent of the sample households. Consumers were particularly ignorant of the legislations related to food safety, sources of milk contamination and milk adulteration detection kits. Awareness can be increased on these aspects through campaigns, television and social media. Level of milk safety awareness increased with household income, quantity of milk purchased and education level of household head. It was also higher in the case of households having pregnant women and nursing mothers. Marginal Willingness to Pay for safe milk was found to be Rs. 6/ litre. The establishment of a system for milk safety certification will aid dairy farmers in receiving premiums for their safe and clean milk.

对安全牛奶的认识水平和支付意愿:对印度北部城市消费者的研究
牛奶掺假和污染是乳品行业面临的严峻挑战。消费者对食品安全的认识对于解决这一问题至关重要,特别是在监管资源有限的国家。本研究试图评估消费者的牛奶安全意识,并估计他们愿意为安全牛奶付费。本研究收集了印度北部270个牛奶消费家庭的数据,然后使用条件评估法、回归分析和指数构建对数据进行了分析。整体牛奶安全意识指数为0.73。调查发现,29%的样本家庭对牛奶安全的认识较低。消费者对食品安全、牛奶污染来源和牛奶掺假检测工具的相关法规尤其无知。可以通过宣传活动、电视和社交媒体提高对这些方面的认识。牛奶安全意识水平随家庭收入、牛奶购买量和户主受教育程度的增加而增加。在有孕妇和哺乳母亲的家庭中,这一比例也更高。边际购买安全牛奶的意愿为每升6卢比。建立牛奶安全认证制度将有助于奶农获得安全、清洁的牛奶溢价。
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来源期刊
CiteScore
3.80
自引率
0.00%
发文量
24
期刊介绍: The main objective of this initiative is to promote agricultural research and development. The journal will publish high quality original research papers and critical reviews on emerging fields and concepts for providing future directions. The publications will include both applied and basic research covering the following disciplines of agricultural sciences: Genetic resources, genetics and breeding, biotechnology, physiology, biochemistry, management of biotic and abiotic stresses, and nutrition of field crops, horticultural crops, livestock and fishes; agricultural meteorology, environmental sciences, forestry and agro forestry, agronomy, soils and soil management, microbiology, water management, agricultural engineering and technology, agricultural policy, agricultural economics, food nutrition, agricultural statistics, and extension research; impact of climate change and the emerging technologies on agriculture, and the role of agricultural research and innovation for development.
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