Consumer preference of quality grading and traceability for poultry products

This study examines consumer preferences for grading and traceability systems in poultry products, specifically chicken and duck, which are currently excluded from mandatory grading and labeling regulations in South Korea.Using data from a discrete choice experiment, we estimate willingness to pay (WTP) through multinomial and random parameter logit models.Results indicate that consumers assign the highest value to products with both grading and traceability information, followed by those with only grading or only traceability.These findings suggest that consumers place significant importance on transparent and reliable product information, even for poultry.While the estimated WTP may be subject to hypothetical bias, the relative preferences highlight the potential benefits of extending these systems to poultry products.Policy implications include the need for more refined studies to support effective grading and traceability implementation in the poultry sector.Further empirical research and more refined survey designs are necessary to support the development of effective policy and pricing strategies in the poultry sector.