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Consumers’ willingness to pay for organic products in Thailand

Author

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  • 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
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    Citations

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    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    9. repec:zib:zbseps:v:2:y:2022:2:1:p:44-52 is not listed on IDEAS
    10. 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.
    11. 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.

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