Willingness to Pay for Pesticide Free Fruits: Evidence from Pakistan. Issue 4 (2nd October 2018)

• Record Type: Journal Article
• Authors: Khan, Jahangir; Khanal, Aditya R.; Lim, Kar Ho; Jan, Abbas Ullah; Shah, Syed A.
• Is Part Of: Journal of international food & agribusiness marketing. Volume 30:Issue 4(2018)
• Page Start: 392
• Page End: 408
• Publication Date: 2018-10-02
• Subjects: Consumer -- ordered logit -- Pakistan -- PFF -- price premium -- WTP; Q13 -- D12; Food supply -- Periodicals; Food -- Marketing -- Periodicals; Food industry and trade -- Periodicals; 338.10688
• DOI: 10.1080/08974438.2018.1449697
• Languages: English
• ISSNs: 0897-4438

Abstract

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.