Willingness to pay for pork meat without antibiotics in the state of mexico

Pork represents the second source of protein in Mexico due to the multiple benefits of its consumption. However, several studies link the indiscriminate use of antibiotics with public health problems. This study aimed to know the willingness to pay for antibiotic-free pork with the contingent valuation method (CV). Questionnaires were applied to 156 consumers in eastern State of Mexico and the data were analyzed with a binomial logit model. It was found on average, a willingness to pay a premium of 16.34% ($17.81 MXN kg-1) as a markup price. The most representative variables were premium amount, age, number of dependents in household, income and frequency of consumption. The results indicated that there is a potential market for differentiated antibiotic-free pork meat, so that consumers are willing to pay a premium per kg of 16.34% over the price of conventional meat.