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Consumer Likelihood to Purchase Chickens with Novel Production Attributes

Published online by Cambridge University Press:  28 April 2015

John C. Bernard ,
John D. Pesek Jr.  and
Xiqian Pan
John C. Bernard
Affiliation:
Department of Food and Resource Economics at the University of Delaware
John D. Pesek Jr.
Affiliation:
Department of Food and Resource Economics at the University of Delaware
Xiqian Pan
Affiliation:
Department of Food and Resource Economics at the University of Delaware
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Abstract

Typical supermarket chickens are produced with novel or controversial attributes. This continues despite contrasting growth in consumer interest in organic and natural foods. This study surveyed Delaware consumers' likelihood to purchase chicken given different attributes: free range, given antibiotics, irradiated, fed genetically modified (GM) feed, GM chicken, and price. Examining conjoint analysis data with a heteroskedastic two-limit tobit model, GM chicken and other novel attributes were found to lower purchase likelihood significantly. Understanding these results should help the industry meet consumer preferences while aiding its continued expansion to benefit workers and growers across the South.

Keywords

antibioticschickenconjoint analysisgenetically modifiedheteroskedasticirradiatedtobitQ13D12C24
Type
Research Article
Information
Journal of Agricultural and Applied Economics , Volume 39 , Issue 3 , December 2007 , pp. 581 - 596
Copyright
Copyright © Southern Agricultural Economics Association 2007

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