Paper Title
Willingness to Pay for Pork at the Farm by Rational use of Antibiotics in Mueang District, Chiang Mai Province

The increased use of antibiotics in pork is one of the main causes of the spread of drug-resistant strains from animals to humans which has caused an estimated $100 trillion in economic damage, prompting industries call for the rational use of antibiotics in pork to alleviate drug-resistant strains. This is an idea that aligns with the strategic plan of management of antimicrobial resistance in Thailand 2017-2021 which led to the objectives of this study as follows. 1.) Evaluating the willingness to pay of consumers 2.) Studying factors that influence the willingness to pay 3.) Comparing impacts of information that affect the willingness to pay by using the Contingent Valuation Method and the One-Way-ANOVA. In addition, the survey design has been collected from a total of 920 people by Tobit Model. The results showed that the willingness to pay for pork equals to 88.35 Baht/Kilogram. The main factors that affect this willingness to pay are genders, education levels, family members, attitudes, knowledge, importance of certification marks, information and level of concern are positive relation. The impact of information is significantly correlated with willingness to pay. The possibility in consumption tends to decrease when aggressive negative informed as the rational use of antibiotics pork is still not acceptable, coupled with concerns about the risks of consuming drug-resistant pork and the rising costs of medical care. All of these declined the willingness of consumers to pay for rational use of antibiotics pork. In addition, the prices obtained from the study will serve as a price medium between consumers and producers for the adoption of the new pork alternatives, leading to policies in terms of proper cost allocation and consumer protection policy to increase the controls to ensure that the standard of pork production is safe for human consumption Keywords - Food safety, Willingness to Pay, Rational use of Antibiotics, Antimicrobial Resistance