Consumer willingness to pay for premium price of eggs animal welfare in Mojokerto, East Java

Abstract The term animal welfare is already known in Indonesia, but this technology has not been widely applied, especially the chicken egg industry. Many factors constrain application of welfare, they are mostly hampered by lack knowledge about consumer perceptions and willingness to pay for eggs that apply standards their production technology. This study aimed determine measure consumers’ identify determining factors. We conducted a survey 110 buyers using convenience sampling method. Most have positive perception cage-free (62.7 percent), outdoor access (78.1 move freely (89.1 nest (99.1 free feeding (84.5 percent) as form treatment. Our data also showed 76.4 were willing with attributes 20.9 percent above regular price. Using PLSPM (Partial Least Squares Path Modelling), it was found treatments positively pay. Willingness determined applications which can improve quality satisfaction. research implies consumers will appreciate Indonesia if treatment accompanied an increase quality.