WILLINGNESS TO PAY FOR SAFE BEEF CONSUMPTION IN KONTAGORA LOCAL GOVERNMENT AREA OF NIGER STATE, NIGERIA

Abstract

This study assessed the willingness to pay for safe beef consumption in Kontagora, Niger State. Primary data was collected from 100 respondents selected through multi staged sampling technique. Data were analyzed using descriptive statistics, contingent valuation and the Probit regression model. The results showed that the average age of the respondents was 46years with income less or equal to N50, 000. The result of the Probit regression showed that education, household size and percentage expenditure on beef increased the probability of paying for safe beef while age and maximum amount to pay had negative effect on the probability of paying for safe beef. The study recommended that safe beef in the study area should be sold at a price less or equal to N2, 000 and that beef consumers in the study area should be educated more on the need to eat safe beef so as to increase their willingness to pay.