Willingness to pay for pST-treated pork
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The progress in porcine somatotropin (pST) application justified an assessment of
consumer acceptance of pST-treated pork. A survey of the Atlanta metropolitan area, USA,
collected information about consumer attitudes toward lean pork produced with biotechnologically
developed pST. A qualitative dependent variable model was used to identify
socioeconomic consumer characteristics influencing the willingness to pay for lean pork.
The model was modified to account for the selectivity bias of the sample data.
Results indicate that frequent pork consumers were willing to pay more for lean pork
produced using pST in contrast to respondents who frequently ate beef, were older, and had
relatively high income.
Probabilities associated with the willingness to pay a specific premium were calculated.
In general, the average respondent was willing to pay an additional 18¢ per kg of lean pork
produced using pST.