Willingness to Pay for Pesticide Free Fruits: Evidence from Pakistan

Jahangir Khan; Aditya R. Khanal; Kar Ho Lim; Abbas Ullah Jan; Syed A. Shah

doi:10.1080/08974438.2018.1449697

Willingness to Pay for Pesticide Free Fruits: Evidence from Pakistan

Jahangir Khan, Aditya R. Khanal, Kar Ho Lim, Abbas Ullah Jan, Syed A. Shah

Research output: Contribution to journal › Article › peer-review

16 Citations (Scopus)

Abstract

This paper analyzes factors influencing consumption decision of pesticide free fruits (PFF) and estimates the willingness to pay (WTP) price premium for PFF in Pakistan. A contingent valuation survey of 200 households was conducted using face to face interview and payment card method. Results suggested that 93.5% respondents were WTP higher prices for PFF. Remarkably, around 35% respondents were WTP 16–20% higher prices and 24% respondents were WTP 6–10% higher prices for PFF than the existed conventional price. In addition, our ordered logit regression suggests that demographic and socio-economic variables such as age, education, income, household’s size and perception about health benefits are significantly associated with higher WTP for PFF.

Original language	English
Pages (from-to)	392-408
Number of pages	17
Journal	Journal of International Food and Agribusiness Marketing
Volume	30
Issue number	4
DOIs	https://doi.org/10.1080/08974438.2018.1449697
Publication status	Published - 2018 Oct 2

Bibliographical note

Publisher Copyright:
© 2018, © 2018 Taylor & Francis Group, LLC.

Keywords

Consumer
D12
PFF
Pakistan
Q13
WTP
ordered logit
price premium

ASJC Scopus subject areas

Business and International Management
Food Science
Marketing

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10.1080/08974438.2018.1449697

Cite this

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abstract = "This paper analyzes factors influencing consumption decision of pesticide free fruits (PFF) and estimates the willingness to pay (WTP) price premium for PFF in Pakistan. A contingent valuation survey of 200 households was conducted using face to face interview and payment card method. Results suggested that 93.5% respondents were WTP higher prices for PFF. Remarkably, around 35% respondents were WTP 16–20% higher prices and 24% respondents were WTP 6–10% higher prices for PFF than the existed conventional price. In addition, our ordered logit regression suggests that demographic and socio-economic variables such as age, education, income, household{\textquoteright}s size and perception about health benefits are significantly associated with higher WTP for PFF.",

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AU - Shah, Syed A.

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Willingness to Pay for Pesticide Free Fruits: Evidence from Pakistan

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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