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 |
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Pages (from-to) | 392-408 |
Number of pages | 17 |
Journal | Journal of International Food and Agribusiness Marketing |
Volume | 30 |
Issue number | 4 |
DOIs | |
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