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

Suthathip Suanmali

doi:10.18178/ijtef.2020.11.4.669

Abstract

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

Highlights

The key to living a healthy life is eating healthy with quality food that has no pesticides
Exports accounted for 77.9%, with the domestic market making up 22.06% (THB 514.45 million, which is equivalent to Euro 12.85 million) [1]
Among all variables involved in this study, only four variables are significant for predicting whether people are willing to pay premiums for organic fruits and vegetables

Summary

Introduction

The key to living a healthy life is eating healthy with quality food that has no pesticides. The popularity of organic products is increasing gradually and soon will become one of the top choices for people in taking care of their health, in terms of consumption. The world market of organic production and consumption is still small, it is believed to be growing rapidly. Statistics have shown an average annual growth of 39.9% since 1998, when national data became available for the first time. The past 5 years have shown a slow annual growth of about 18.5%, the Thai organic sector is still growing. The Thai organic market as a whole was estimated to be worth about 2,331.55 million Thai Baht (THB) (Euro 58.22 million) in 2014. Exports accounted for 77.9%, with the domestic market making up 22.06% (THB 514.45 million, which is equivalent to Euro 12.85 million) [1]. Modern trade (59.5%) was the largest sales channel, followed

Methods

Results

Conclusion