Consumer meat preference and willingness to pay for local organic meat in Thailand: a case study of Taphao Thong-Kasetsart chicken

IF 2.4 Q2 AGRICULTURAL ECONOMICS & POLICY
Angsuthon Thuannadee, Chutarat Noosuwan
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Abstract

Purpose This study investigated consumers’ willingness to pay (WTP) for a local, organic chicken breed “Taphao Thong-Kasetsart” and the drivers that shape consumers’ WTP across different meat preferences in Thailand.Design/methodology/approach Face-to-face interviewing was used to collect data at food-service outlets in Bangkok and Nakhon Pathom provinces, Thailand. Data analysis used the double-bounded dichotomous choice model across different consumers’ meat preferences for preferred chicken and non-preferred chicken consumers.Findings The results showed that there were different WTP amounts for local organic chicken across consumers’ meat preferences, with a higher WTP among non-preferred chicken consumers. This indicated that local organic chicken may attract more consumers in the alternative market. Consumers’ values and attitudes to taste drove chicken-preferred consumers to pay a premium for local organic chicken; health concerns mattered for non-preferred chicken consumers. These findings should provide useful information for food marketing campaigns based on consumers’ preferences.Originality/value The study contributed to understanding consumer heterogeneous preferences toward WTP for local organic chicken. The findings indicated that analyzing WTP across different meat preferences highlighted more effective marketing strategies to achieve the premium that consumers would pay. These strategies could help farmers to enlarge their local organic market share, leading to increased revenue and farmers’ well-being.
泰国消费者对肉类的偏好和购买当地有机肉的意愿——以Taphao Thong Kasetsart鸡肉为例
本研究调查了泰国消费者对当地有机鸡品种“Taphao Thong-Kasetsart”的支付意愿,以及不同肉类偏好影响消费者支付意愿的驱动因素。设计/方法/方法采用面对面访谈法在泰国曼谷和那空府的餐饮服务网点收集数据。数据分析采用双界二分选择模型,对偏好鸡肉和非偏好鸡肉消费者的不同肉类偏好进行分析。结果表明,不同肉类偏好的消费者对本地有机鸡肉的WTP量不同,非偏好鸡肉的消费者的WTP量更高。这表明本地有机鸡可能会在替代市场吸引更多的消费者。消费者的价值观和对口味的态度促使喜欢吃鸡肉的消费者为本地有机鸡肉支付更高的价格;对于不喜欢吃鸡肉的消费者来说,健康问题很重要。这些发现应该为基于消费者偏好的食品营销活动提供有用的信息。独创性/价值本研究有助于了解消费者对本地有机鸡WTP的异质性偏好。研究结果表明,分析不同肉类偏好的WTP可以突出更有效的营销策略,以实现消费者愿意支付的溢价。这些策略可以帮助农民扩大他们在当地有机市场的份额,从而增加收入和农民的福祉。
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来源期刊
CiteScore
4.60
自引率
37.50%
发文量
58
期刊介绍: The Journal of Agribusiness in Developing and Emerging Economies publishes double-blind peer-reviewed research on issues relevant to agriculture and food value chain in emerging economies in Asia, Africa, Latin America and Eastern Europe. The journal welcomes original research, particularly empirical/applied, quantitative and qualitative work on topics pertaining to policies, processes, and practices in the agribusiness arena in emerging economies to inform researchers, practitioners and policy makers
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