Investigating Consumers' Willingness to Pay for Organic Green Chicken in Iran (Case Study: Rasht City)

Health and safety are important factors in today's life. Mostof studies show that consuming the chicken that has antibiotic caused different diseases like digestive vessel cancer. Attentionto controlled use of antibiotics can play a key role insociety health which considered in the production of greenchicken. Planning for increasing the production of mentionedchicken needs the investigation of consumers' WTP. So, usingdouble bound contingent valuation method and logit model,present study estimates consumers' WTP for green chicken inRasht city. Among the explanatory variables applied in logitmodel, income and education level had positive and significanteffects on WTP for green chicken. Results revealed that averageWTP for a kg of green chicken equals to 37279 Rials, andbecause this WTP does not compensate the production costs,government protection such as Green subsidy should be consideredin order to expand green products consumption in Iran.