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Consumer preferences, willingness to pay and ability to pay for fresh organic vegetables in Chiang Mai province

Author

Listed:
  • Chanita Panmanee

    (Maejo University)

  • Aree Cheamuangphan

    (Maejo University)

  • Kasem Kunasri

    (Chiang Mai Rajabhat University and Chiang Mai University)

Abstract

Nowadays the awareness of environmental and health issues related to food consumption has increased in Chiang Mai, Thailand. This results in the augmentation of quality and chemical-free food products. Fresh organic vegetables thus are the one popular choice for Chiang Mai consumers. The research on demand for fresh organic vegetables has become the keynote for improving these products to meet consumer needs. This paper focuses on consumers’ purchasing decisions and evaluations of willingness to pay (WTP) and ability to pay (ATP) for fresh organic vegetables by using conjoint analysis and double-bounded contingent valuation method. A case study is conducted on leafy (cabbage and kale), fruit (tomato and cucumber), and root (carrot and onion) vegetables. The results represent that the respondents put the highest relative importance on price and certification seal of fresh organic vegetables and are willing to pay price premiums between 53% and 88%. In addition, the ATP evaluation indicates that the respondents sufficiently afford fresh organic for their consumption. The findings of this paper can help advising on implementing fresh organic vegetables policies in Thailand, particularly in Chiang Mai province.

Suggested Citation

  • Chanita Panmanee & Aree Cheamuangphan & Kasem Kunasri, 2013. "Consumer preferences, willingness to pay and ability to pay for fresh organic vegetables in Chiang Mai province," The Empirical Econometrics and Quantitative Economics Letters, Faculty of Economics, Chiang Mai University, vol. 2(1), pages 29-42, March.
    • Handle: RePEc:chi:journl:v:2:y:2013:i:1:p:29-42?
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    References listed on IDEAS

    as
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