Consumers‘ Food Safety Perception and Willingness to Pay: Sample of Chicken Meat in Adana Province

Arzu Secer; Burak Oztornaci; Faruk Emeksiz

Volume : VII, Issue : IV, April - 2018

Consumers‘ Food Safety Perception and Willingness to Pay: Sample of Chicken Meat in Adana Province

Arzu Secer, Burak Oztornaci, Faruk Emeksiz

Abstract :

Food safety has become an important issue for more consumers. This study aims to reveal consumers� food safety perception of chicken meat and willingness to pay for labelled chicken meat in Adana province. The material of the study was primary data obtained from face to face interview with 384 consumers in Adana province. The data was presented by frequencies, ratios and averages. In the study, it is found that 42.4% of the interviewed persons have changed their consumption of chicken meat within the last 10 years. Moreover, the consumers perceived, from production to consumption, slaughtering, feeding and using of antibiotic hormones etc. during the growing were the least reliable stages. More than half of consumers (61.2%) are willing to pay more for food safety certified chickens, 39.1% of whom said they can pay between 1-10% more. To regain consumer confidence, food safety applications have to be implemented strictly. The production and distribution systems in the supply chain should also be compatible with issues such as consumer demand and food safety.