Author(s): HU Wei-zhong, ZHOU Zi-ming, Zhejiang University City College
Pages: 48-51
Year: 2016 Issue:  4
Journal: Chinese Journal of Animal Science
Keyword:  chilled chicken; willingness to pay; factor; avian influenza;
Abstract: Influences of taste, risk of avian influenza, varieties and feeding pattern on consumer’s willingness to pay for chilled chickens comparing to live chicken are analyzed by conducting an auction experiment. Results show that the taste of live chicken is better than chilled chicken. Taste difference between live industrial chicken and chilled industrial chicken is bigger than consumer’s initial impression. But taste difference between live pastured chicken and chilled pastured chicken is smaller than consumer’s initial impression. Taste and feeding pattern are supporting factors of premium of pastured chicken. There exists consumer’s misperception of risk of avian influenza. Risk of avian influenza only decreases consumer’s willingness to pay for live industrial chicken.