Choice Experiment Performed on the Fresh Black Slavonian Pig’s Meat: A Preliminary Study

Until now, no research has been carried out in Croatia into consumer preferences for a particular agricultural and food product by choice experiment. Therefore, little data are available about Croatian consumers' social concerns (sustainability, biodiversity, rural development animal welfare) with regard to the behavior favoring local pig breeds, this case Black Slavonian Pig breed. A survey was method used collect data, questionnaire as an instrument. The performed on sample of n = 100 consumers surveyed online using hypothetical were analyzed three logit models: multinomial model (MNL), random parameter (RPL), error component (RPL-EC) order examine consumers’ heterogeneous fresh ham meat Pig. results suggest that appreciated darker red pork than one obtained from reared outdoors semi-outdoor. They also prefer bearing geographical information label, such continental + PDO, without label.