IDEAS home Printed from https://ideas.repec.org/a/eme/ijsepp/v42y2015i5p480-510.html
   My bibliography  Save this article

Consumers’ willingness to pay for organic products in Thailand

Author

Listed:
  • Yaowarat Sriwaranun
  • Christopher Gan
  • Minsoo Lee
  • David A Cohen

Abstract

Purpose - – The purpose of this paper is to investigate factors affecting consumers’ willingness to pay (WTP) a premium for organics. Design/methodology/approach - – A self-administered questionnaire was used to collect data at five retail stores in metropolitan Bangkok. Exploratory factor analysis and the double-bound contingent valuation method were used for analysis. Findings - – Results indicate WTP premiums of 88, 51 and 51 per cent for kale, jasmine rice and pork, respectively. Analysis indicates that respondents are willing to pay a premium if they have already purchased organic products, have good health, strong ethical and environmental concerns, think that organic products provide greater quality and health benefits, and reside in the city. Respondents with children, however, are less likely to pay a premium for organic products. Analysis also indicates that the price premium hinders purchase. Practical implications - – Efforts should be made by policymakers, together with marketers and producers, to lower the price of organic products to attract more consumers. Originality/value - – To enlarge the organic market, one must understand consumers’ preferences for organic products and the premium they will pay for them. This is not well-researched. Though several studies have investigated consumers’ behaviour towards environmentally friendly products in Thailand, there is little research on WTP. This lack is a major impediment to the growth of organic consumption and the development of organic product markets.

Suggested Citation

  • Yaowarat Sriwaranun & Christopher Gan & Minsoo Lee & David A Cohen, 2015. "Consumers’ willingness to pay for organic products in Thailand," International Journal of Social Economics, Emerald Group Publishing Limited, vol. 42(5), pages 480-510, May.
    • Handle: RePEc:eme:ijsepp:v:42:y:2015:i:5:p:480-510
    DOI: 10.1108/IJSE-09-2013-0204
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/IJSE-09-2013-0204/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.emerald.com/insight/content/doi/10.1108/IJSE-09-2013-0204/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1108/IJSE-09-2013-0204?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Thanh Mai Ha & Shamim Shakur & Kim Hang Pham Do, 2018. "Regional differences in willingness to pay for organic vegetables in Vietnam," Discussion Papers 1808, School of Economics and Finance, Massey University, New Zealand.
    2. Senakpon, Kokoye, 2017. "Farmers’ Willingness To Pay For Soil Testing Service In Northern Haiti," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252804, Southern Agricultural Economics Association.
    3. Nguyen Khanh Doanh & Nguyen Thi Thu Thuong & Yoon Heo, 2018. "Impact of Conversion to Organic Tea Cultivation on Household Income in the Mountainous Areas of Northern Vietnam," Sustainability, MDPI, vol. 10(12), pages 1-21, November.
    4. My, Nguyen H.D. & Demont, Matty & Van Loo, Ellen J. & de Guia, Annalyn & Rutsaert, Pieter & Tuan, Tran Huu & Verbeke, Wim, 2018. "What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam," Food Policy, Elsevier, vol. 79(C), pages 283-296.
    5. Vapa-Tankosic, Jelena & Ignjatijevic, Svetlana & Kranjac, Mirjana & Lekic, Snezana & Prodanovic, Radivoj, 2018. "Willingness to pay for organic products on the Serbian market," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(6), July.
    6. Sansern Srinieng & Gopal Bahadur Thapa, 2018. "Consumers’ Perception of Environmental and Health Benefits, and Consumption of Organic Vegetables in Bangkok," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 6(1), pages 1-17, December.
    7. Chun-Chu Liu & Chu-Wei Chen & Han-Shen Chen, 2019. "Measuring Consumer Preferences and Willingness to Pay for Coffee Certification Labels in Taiwan," Sustainability, MDPI, vol. 11(5), pages 1-13, March.
    8. repec:zib:zbseps:v:2:y:2022:2:1:p:44-52 is not listed on IDEAS
    9. Nguyen Phuong Mai & Vo Nam D., 2023. "Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country," Foundations of Management, Sciendo, vol. 15(1), pages 35-50, January.
    10. Wan Nie & Antonieta Medina-Lara & Hywel Williams & Richard Smith, 2021. "Do Health, Environmental and Ethical Concerns Affect Purchasing Behavior? A Meta-Analysis and Narrative Review," Social Sciences, MDPI, vol. 10(11), pages 1-24, October.
    11. Francesco Ramponi & Simon Walker & Susan Griffin & Steve Parrott & Colin Drummond & Paolo Deluca & Simon Coulton & Mona Kanaan & Gerry Richardson, 2021. "Cost‐effectiveness analysis of public health interventions with impacts on health and criminal justice: An applied cross‐sectoral analysis of an alcohol misuse intervention," Health Economics, John Wiley & Sons, Ltd., vol. 30(5), pages 972-988, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:ijsepp:v:42:y:2015:i:5:p:480-510. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.