The risk of salmonella food poisoning increases the lower the degree of heating the eggs.This study investigated the effect of cooking methods on the willingness to pay (WTP) for sterilization method.The choice experiment consisted of eight attributes; yolk color (yellow vs. orange), grade (special vs. first grade), omega-3 (3 levels), egg sterilization method (no sterilization vs. sodium hypochlorite vs. pasteurization), hen feed (antibiotics vs. antibiotic-free vs. organic), hen’s breeding method (caged vs. cage-free), production area (in-prefecture vs. outside of prefecture), and price (5 levels).The online survey included 1,000 Japanese consumers. A within-design was employed in which everyone responded under the assumptions of eating a hard-boiled egg, a soft-boiled egg, and a raw egg.As the degree of heating decreased, the WTP for the sterilization attribute became higher. Sodium hypochlorite was always higher than pasteurization. As the degree of rawness increased, the WTP of antibiotic-free and organic feed rise. However, the organic feed had a lower WTP than the antibiotic-free feed. When eating raw eggs, the WTP of antibiotic-free was the second important compared with the sterilization. As the degree of rawness increased, the WTP of the orange color of the yolk rise, and finally reached three times higher when eating raw eggs than when eating hard-boiled eggs. The WTP of local production was not significantly different in any case. Omega-3 had a significant negative WTP only for raw eggs. Cage-free had a significant negative WTP only for boiled eggs.
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