Faktor-Faktor Yang Memengaruhi Willingness To Pay Konsumen Beras Organik Di Sumatera Barat

As domestic demand for organic products increases, price is a major constraint on purchasing organic products. Therefore, a large group of consumers still do not purchase organic products while some consumers purchase them regularly. The aim of this research is to examine the willingness to pay (WTP) of organic rice consumers in West Sumatera and its determinants. The research used a primary data from survey of 100 organic rice consumers of modern market in West Sumatera. The data were analysed using contingent valuation method and logistic regression. The research results showed that consumers' the willingness to pay (WTP) is different for red and white organic rice compared with what they paid for current market price of organic rice in West Sumatera. Consumers' willingness to pay for organic brown rice is 2% higher, while for organic white rice it is 0.01% lower than the offer price. The main reason consumers don't want to spend more money is that the prices offered are already quite high. The results also showed that the significant determinants of organic rice consumers' willingness to pay (WTP) are income, organic rice price and healthy lifestyle. The determinants of age, gender, education, health issues, quality, packaging and product access do not significantly influence willingness to pay for organic rice in West Sumatra. The results can be used for formulating pricing strategies of organic rice in local market.