• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing:  ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2020 Vol.11(4): 71-76 ISSN: 2010-023X
DOI: 10.18178/ijtef.2020.11.4.669

Determinants of A Customer’s Willingness to Pay (WTP) for Organic Fruits and Vegetables: An Empirical Study in the Bangkok Metropolitan Area

Suthathip Suanmali
Abstract—Many people have become more interested in environmental products, paying more attention to their health and sanitation. The popularity of organic fruits and vegetables are increasing gradually and soon will become one of the top choices for people’s consumption. However, the consumption of organic food is not as widespread as it should be in Thailand because the prices are unstable and usually more expensive than conventional food. This project’s objective is to identify the factors affecting the willingness to pay (WTP) for organic fruits and vegetables in Bangkok and its metropolitan area by using the Contingent Valuation Method (CVM). Binary logistic regression and multiple regression are employed to determine the significant factors. Descriptive results from a willing to pay premium group indicate that the typical amount (median value) that they are willing to pay is up to 60 percent over the non-organic price. Recommendations are also discussed.

Index Terms—Binary regression, contingent valuation method, multiple regression, organic products, willingness to pay.

The author is with the School of Management Technology, Sirindhorn International Institute of Technology (SIIT), Thammasat University, Pathum Thani, Thailand (e-mail: ssuanma@gmail.com).


Cite: Suthathip Suanmali, "Determinants of A Customer’s Willingness to Pay (WTP) for Organic Fruits and Vegetables: An Empirical Study in the Bangkok Metropolitan Area," International Journal of Trade, Economics and Finance vol.11, no.4, pp. 71-76, 2020.

Copyright © 2020 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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