Measurement of the Willingness to Pay for Milk-Safety Attributes Using Choice Experiment

Recently, social concern for food safety increases due to increment of food imports, diversity of food consumptions, and outbreak of relevant diseases. The purpose of this study is to estimate willingness to pay for milk-safety attributes using choice experiment. The data for the study is based on survey for pattern and preferences of fresh milk consumption in the area of Seoul and in the age of 20s to 30s. From a positive analysis, attributes such as expire date, HACCP mark, the amount of calcium, and price affects the milk consumption are considered. The estimates of marginal willingness to pay for attributes are 80 won per liter per day with expire date, 903 won per liter with HACCP mark display, 250 won per liter if the amount of calcium is twice higher.