Consumers’ willingness to pay (WTP) for organic vegetables in region 02, Philippines
Paper Details
Consumers’ willingness to pay (WTP) for organic vegetables in region 02, Philippines
Abstract
The study investigated consumers’ willingness to pay a premium for organic vegetables in urban centers of Region 02. Three classes of vegetables were considered – legumes (mongo, habitchuelas, and stringbeans); fruit vegetables (eggplant, ampalaya, tomato, okra and squash); and leafy vegetables (cabbage, pechay, kangkong and amplaya leaves). The price premiums for organic vegetables ranged from 21.15% to 22.73% for legumes; 23% to 23.34% for fruit vegetables; and 23.9% to 24.8% for leafy vegetables. The effects of the determinants of consumers’ willingness to pay a premium were estimated using binary logistic regression. The empirical findings indicate that gender, educational status, household income, visual appearance, labelling, product availability, knowledge, and awareness exhibited a statistically significant positive relationship with consumers’ willingness to pay for organic vegetables. On the other hand, age, household size, and price posted a statistically significant negative relationship with consumers’ willingness to pay.
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