IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v27y2026i4p749-761.html

Consumers’ Willingness to Pay for Healthiness, Quality and Carbon Footprint Reduction of Bagged Rice

Author

Listed:
  • Tatnawat Chaiyesh

Abstract

The purpose of this study was to investigate three attributes of bagged rice products, namely healthiness, quality and carbon footprint reduction and to elicit the willingness to pay for these attributes of bagged rice products of Thai consumers by using unforced choice experiments. A mixed logit model was used to analyse the aggregate sample. Data collection was conducted by an online questionnaire from the sample of consumers aged 20 years and over who had purchased bagged rice. A sample of 420 people living in different regions of Thailand was taken using a multi-stage sampling method. The results showed that all attributes had a significant effect on the purchase of bagged rice of the consumer sample with statistical significance at the level of 0.001. The results also have interesting implications for researchers, entrepreneurs and policymakers.

Suggested Citation

  • Tatnawat Chaiyesh, 2026. "Consumers’ Willingness to Pay for Healthiness, Quality and Carbon Footprint Reduction of Bagged Rice," Global Business Review, International Management Institute, vol. 27(4), pages 749-761, August.
    • Handle: RePEc:sae:globus:v:27:y:2026:i:4:p:749-761
    DOI: 10.1177/09721509221120775
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/09721509221120775
    Download Restriction: no
    File URL: https://libkey.io/10.1177/09721509221120775?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:27:y:2026:i:4:p:749-761. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.