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Research Paper | June 1, 2021

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Consumers’ willingness to pay (WTP) for organic vegetables in region 02, Philippines

Mary Evalyn Rose G. Romero

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Int. J. Biosci.18(6), 92-102, June 2021

DOI: http://dx.doi.org/10.12692/ijb/18.6.92-102

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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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Consumers’ willingness to pay (WTP) for organic vegetables in region 02, Philippines

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