Implicit Determinants of Willingness-to-Pay for Animal Welfare Livestock Products

This study uses the Random Parameter Logit model and examines determinants of consumers’ willingness-to-pay (WTP) using Structural Equation Modeling to estimate WTP concerning purchase animal welfare livestock products. The results show that consumers generally positively perceive welfare-certified pork. also suggest importance educating people, strengthening their attitudes purchasing pork can effectively solve issues, raising awareness among actions contribute issues. Raising social evaluate ethical consumption would be helpful.