Meat Consumption Behavior and Willingness to Pay for Organic Chicken: A Case Study of Malawi

The aims of the study were twofold; to determine the factors affecting the consumers meat consumption and to determine consumer willingness to pay for organic chicken. The study administered questionnaires to 300 consumers in Lilongwe city. According to results of the Pearson s correlation and significance test; residence, income, age, education and family size affect the probability of meat consumption. They were all shown to be statistically significant at 5% level. Further analysis on willingness to pay the results of linear probit regression shows that price, expenditure on chicken and knowledge of organic food affect the probability of willingness to pay for and organic chicken. The consumers are willing to pay a price of MK2514 ($3.59) per kg of organic chicken.