Received: 26-04-2021
Accepted: 15-06-2021
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Estimating Consumers’ Willingness - to- Pay for Safe Pork Products in Gia Lam District
,
Do Quang Giam
1
,
Tran Quang Trung
1
Keywords
Safe-fork, willingness to pay, price acception
Abstract
The study evaluated consumers' willingness to accept prices for safe pork in Gia Lam district by comparing and applying two models (Multinomimal logit regression - MNL and Order logit regression - OLR) to estimate the factors affecting price willingness. Using the Cluster Convenient sampling, the research surveyed 90 consumers about the willingness to accept prices of consumers in Gia Lam district. The willingness to pay for safe pork in Gia Lam district was significant with the large proportion to pay at 20% or 30% higher price than for conventional pork. Both the MNL and OLR models were significant when explaining the willingness to pay for pork in a case study in Gia Lam. According to the estimation results of the MNL model, at the price of 20% compared to conventional pork, we found some statistically significant factors that affected the willingness to pay for pork are age and educational level, income of respondents. At the price of 30% higher than the conventional meat, statistically significant factors were age, belief in food -safety and awareness of health; at a price of 50% higher than conventional pork, statistically significant factors are education, belief in food -safety and awareness of health, gender, age, income, education. The OLR model estimated results showed that variables including gender, age, occupation, income, education, belief in food -safety and awareness of health were statistically significant. Evaluating the predictive accuracy of the two models showed that the MNL model has higher accuracy than the OLR model.
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