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. Most of studies show that consuming the chicken that has anti biotic caused different diseases like digestive vessel cancer. Attention to controlled use of antibiotics can play a key role in society health which considered in the production of green chicken. Planning for increasing the production of mentioned chicken needs the investigation of consumers’ WTP. So, using double bound contingent valuation method and logit model, present study estimates consumers’ WTP for green chicken in Rasht city. Among the explanatory variables applied in logit model, income and education level had positive and significant effects on WTP for green chicken. Results revealed that average WTP for a kg of green chicken equals to 37279 Rials, and because this WTP does not compensate the production costs, government protection such as Green subsidy should be considered in order to expand green products consumption in Iran.