Risks perceptions and willingness-to-pay for organic fresh chicken in Argentina

This paper aims to calculate Argentinean consumers' willingness to pay (WTP) for organic fresh chicken in the domestic market, by applying the Contingent Valuation approach and with a view to providing some useful insights for promoting organic chicken production and consumption in Argentina. A binomial logit model was estimated using data from a consumer survey conducted in Buenos Aires City, Argentina. Willingness to pay is explained by the consumption of organic products, health risk perceptions, concerns about production processes and also regulation issues, and label reading. The WTP calculation reveals a mean value of 21.4%/kg and a median value of 19%/kg. These results indicate that organic chicken is positively valued by consumers. In fact, it provides the nutritional and product origin information that buyers require and they consider it a safer option than conventional chicken.