Factors Affecting Consumers’ Preferences for Chicken Meat with Sustainability Labels (Case Study: Mashhad City)

The production of chicken meat with sustainability labels or organic, green, and safe labels needs to understand consumers' preference towards these labels. So, this study aims to investigate factors affecting consumers’ preference for chicken meat consumption with sustainability labels using generalized ordered logit model. The data for this study were obtained by collecting 200 questionnaires from consumers in Mashhad using simple random sampling method in 2018. The results show that the variables including gender, frequency of chicken meat purchases per month and reasonable price to quality increase the probability of preferring chicken meat consumption with the green and safe label to organic chicken meat. Also, the variables of importance degree of chicken meat in the household basket, quality, nutritional value, trust and no chemicals increase the probability of preferring chicken meat consumption with the organic label to chicken meat with the green and safe label. According to the findings, it is suggested that marketers adopt different marketing strategies in accordance with consumer specification such as gender.