유기 및 동물복지형 축산물에 대한 소비자 인식과 가치평가

Measuring the Consumer s Value of Organic Livestock and Farm Animal Welfare Products

In recent years, consumers have appeared to be more interested in safe foodstuffs. The purposes of this study were to find consumers willingness to pay(WTP) to the organic livestock and farm animal welfare products. The data were collected by 809 consumers living in five large cities from July to August in 2005. The dichotomous-choice contingent valuation method was applied to measure consumers WTP. The consumers WTP was measured from 5 to 86 percent more for organic livestock products and from 3 to 36 percent more for animal welfare products compared to common products respectively. The consumers WTP on organic and animal welfare products was influenced by household income and education level.