Consumers' Willingness to Pay for the Traceability Information on Pork in Wet Markets in Malolos, Bulacan, 2023

Date

6-2023

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Charis Mae T. Neric

Committee Member

Julieta A. Delos Reyes, Agham C. Cuevas

Abstract

The Philippines has dealt with food safety issues on the sale and consumption of pork meat; and the City of Malolos is not exempt from it as it is part of a swine- and hog- producing province. Pork's safety is imperative in avoiding injuries related to foodborne diseases. Traceability helps in making the supply chain of hogs more transparent as it makes the stakeholders aware of what the product went through using traceability information.

The study was conducted to determine the consumers' willingness to pay for traceability information on pork in markets in the City of Malolos, Bulacan. Specifically, this study described the situation of food safety and traceability information systems in the Philippines and in Malolos; determined the awareness of the consumers about traceability information on pork; estimated the acceptable price of pork traceability information; analyzed the factors that influence the consumers' willingness to pay for traceability information; and provided policy implications based on the results of the study.

The country's traceability system is not well-implemented and unorganized. In the study area, there is lenient implementation of food safety laws and practices. A total of 97 randomly selected respondents were interviewed. It was found out that most of them are not aware of the concept of traceability information. Instead, what they value and prefer is the certification of meat products. Contingent valuation method using the double bounded dichotomous choice questionnaire format was used to elicit the consumers' willingness to pay. With a bid vector of Php 420.00 - Php 400.00 - Php 380.00, the acceptable price for traceability information is Php 50.00 with 49 respondents willing to pay such a price. In determining the factors affecting the willingness to pay, multinomial logistic regression was used. It was found out that for the willingness to pay at Php 400.00 (Php 50.00), household income, frequency of pork meat purchase, and health consciousness were found to significantly affect consumers' willingness to pay. In addition, household income, frequency of pork meat purchase, health problem, and awareness on traceability information were variables that affect the willingness to pay at Php 420.00 (Php 70.00).

The recommendations of this study include the improvement of the pork traceability system that is bounded by the upper and lower limits of the consumers' willingness to pay, stricter compliance and inspection of meat vendors and slaughterhouses, and consumer education to increase their awareness on traceability information, particularly with a medium that is the main source of consumers' information. For future research, the study recommends the used of non-hypothetical valuation methods for the methodology or additional sample size when using hypothetical valuation methods and researching on the relation of the cost of eating safe and cost of healthcare in the Philippines.

Language

English

LC Subject

Pork industry and trade—Philippines, Willingness to pay

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2023 A14 M33

Notes

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Document Type

Thesis

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