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This paper examined the perception and willingness to pay (WTP) for safety and innovative attributes of processed chicken meat among consumers in Oyo State, Nigeria, taking into consideration their risk attitudes. The study revealed that the majority of the consumers were more aware of existing attributes than innovative attributes of processed chicken meat. Also, the majority of consumers (73.3%) were risk-neutral. Only 35% of respondents had lowered chicken consumption due to safety concerns and about 51.7% of respondents claimed to be
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