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This study investigated consumers’ willingness to pay (WTP) for a local, organic chicken breed “Taphao Thong-Kasetsart” and the drivers that shape consumers’ WTP across different meat preferences in Thailand.

Face-to-face interviewing was used to collect data at food-service outlets in Bangkok and Nakhon Pathom provinces, Thailand. Data analysis used the double-bounded dichotomous choice model across different consumers’ meat preferences for preferred chicken and non-preferred chicken consumers.

The results showed that there were different WTP amounts for local organic chicken across consumers’ meat preferences, with a higher WTP among non-preferred chicken consumers. This indicated that local organic chicken may attract more consumers in the alternative market. Consumers’ values and attitudes to taste drove chicken-preferred consumers to pay a premium for local organic chicken; health concerns mattered for non-preferred chicken consumers. These findings should provide useful information for food marketing campaigns based on consumers’ preferences.

The study contributed to understanding consumer heterogeneous preferences toward WTP for local organic chicken. The findings indicated that analyzing WTP across different meat preferences highlighted more effective marketing strategies to achieve the premium that consumers would pay. These strategies could help farmers to enlarge their local organic market share, leading to increased revenue and farmers’ well-being.