Consumer likelihood to purchase chickens with novel production attributes.

摘要

This study examines the likelihood of consumers from Delaware, USA to purchase chicken given different attributes: free-range, given antibiotics, irradiated, fed genetically modified (GM) feed, GM chicken, and price. A survey was conducted in 2003 on 498 consumers from Delaware. Examining conjoint analysis data with a heteroskedastic two-limit Tobit model, GM chicken and other novel attributes were found to lower purchase likelihood significantly. In conclusion, the more novel an attribute, the lower consumer purchase likelihood will be; moreover, concerns for these novel attributes suggest a strong potential for an organic chicken market. Thus, organic production or consumer education on novel attributes is suggested.