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Heterogeneity in Canadian Consumer's Willingness to Pay for Chicken Raised with Varying Levels of Antibiotic Use

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dc.contributor.advisor Cranfield, John
dc.contributor.advisor Von Massow, Michael King, Mitchell 2020-05-27T16:10:36Z 2020-05-27T16:10:36Z 2020-05 2020-05-22 2020-05-27
dc.description.abstract This research examines the heterogeneity in consumer preference and willingness to pay (WTP) for chicken raised with reduced levels of antibiotic use. Stated choice data was collected through discrete choice experiments that were distributed to 1073 respondents across Canada. Conditional logit results revealed a positive and significant WTP for chicken raised without antibiotics and with responsible antibiotic use. Information given to respondents had an effect on WTP, with more informed consumers increasing their valuation of a responsible antibiotic use protocol. The venue, whether it was retail or restaurant had a small impact on consumer choice. There was significant heterogeneity observed in consumers’ preferences for antibiotic use. Respondents’ attitudes towards antibiotics proved to be a significant factor of heterogeneity and a clear relationship between the attitudes and WTP estimates was found. en_US
dc.language.iso en en_US
dc.publisher University of Guelph en_US
dc.subject chicken en_US
dc.subject antibiotics en_US
dc.subject willingness-to-pay en_US
dc.subject consumer preferences en_US
dc.subject mixed logit en_US
dc.subject conditional logit en_US
dc.subject heterogeneity en_US
dc.subject discrete choice experiment en_US
dc.subject choice analysis en_US
dc.subject stated preference data en_US
dc.subject information treatment en_US
dc.title Heterogeneity in Canadian Consumer's Willingness to Pay for Chicken Raised with Varying Levels of Antibiotic Use en_US
dc.type Thesis en_US Food, Agriculture and Resource Economics en_US Master of Science en_US Department of Food, Agricultural and Resource Economics en_US
dc.rights.license All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated. University of Guelph en_US

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