Estimating Consumer's Willingness to Pay for Organic Broiler by Heckman two-Stage Approach

Food problem and food security is one of the most fundamental challenges of world’s increasing population. Concerns about consuming antibiotics in raising poultry are increasing and using fewer antibiotics can play an important role in society health improvement. This study investigates Rasht city citizen's willingness to pay for organic broiler using Heckman two-stage valuation approach. Requested data set were obtained through questionnaires and reporting from 200 individuals. Applied sampling method is random approach and sample size determined based on Bartlett choice table. The results revealed that among investigated variables, knowledge of organic broiler and attitude variables had positive and significant effect on acceptance of additional willingness to pay for mentioned product and the level of willingness to pay. Also, the average consumers’ willingness to pay for each kilogram of organic broiler is 21.42% more than an ordinary broiler. It is advised that in order to improve health status and establishing organic agriculture system in Iran, complete advertising about organic broiler advantages and remained antibiotic detriments in ordinary broiler provided.