The objective of this study is to evaluate animal welfare attributes and animal
friendly production standards in the Swedish pig production. These may be
attributable to the voluntary rules stipulated in ‘‘the Swedish model’’ or are practiced
experimentally. The willingness to pay (WTP) for animal welfare attributes among costumers that buy pork fillet is estimated by applying a random parameter logit (RPL) model. This model also allows
for individual ranking of WTP, which makes it possible to estimate the distribution
of WTP and hence detect its diversity.