Thesis (BS Agribusiness Economics) -- University of the Philippines Mindanao, May 2017

The Philippine goat industry is now considered as a sunrise industry in the country both for its meat and milk products. The increase in the demand will be a major determinant in the commercialization of such product. There is a potential niche market for the goat industry in the country which is for the Muslim consumers. Goat raisers can produce authentic halal goat meat for Muslim consumers within the country. However, despite the increase in the demand there is still low preferences of goat meat in relation to other meat products, low commercialization and marketing, and the problem of how much will consumers would be willing to pay for halal goat meat. Thus, this study was conducted to assess the consumption and willingness to pay for halal goat meat in Davao city, Philippines. Specifically, it aims to identify the factors that affect consumers? willingness to pay, determine the mean willingness to pay, determine the consumer?s purchase patterns and characterize the consumers? food safety concerns. This study followed a standard work plan in conducting a CVM study that has six important stages. Socio-demographic variables, food purchase patterns, knowledge, awareness, and perception, food safety concerns, goat meat purchase patterns and bid amount were empirically proven to have significant effect on consumers? willingness to pay. Results show that the mean WTP is PhP 141.85. These findings suggest that households in Davao City are willing to pay this amount of additional price. The analysis also showed that the bid amount and purchasing patterns will significantly affect the consumers? willingness to pay.