IDEAS home Printed from https://ideas.repec.org/a/ibn/jasjnl/v11y2024i13p29.html
   My bibliography  Save this article

Effects of Consumer Preferences on Environmentally Friendly Tomatoes in Myanmar

Author

Listed:
  • Myo Sabai Aye
  • Yoshifumi Takahashi
  • Mitsuyasu Yabe

Abstract

Environmentally and economically sustainable agricultural production systems are crucial to conserve natural resources and the environment as well as to protect human health. In recent years, Myanmar, one of the agricultural-resource-rich developing countries, is confronting land degradation, environmental pollution, and food safety issues due to intensive agricultural methods that use high dosages of agro-chemical inputs. Myanmar environmental farming systems and the market for environmentally certified products are still under developed. Determining consumers’ preferences and willingness to pay for environmentally certified products are vitally important to develop safe food markets. In this study, the choice experiment method was applied to examine consumer preference and the potential demand for environmentally friendly tomatoes. Using a sructured questionnaire in face to face interviews, the study collected information from 332 consumers in 8 supermarkets, and 4 open markets in Yangon city. Our results informed that most of the respondents in both markets have a positive WTP for an increase in each attribute. The supermarket respondents paid attentions to food safety labels, and it had the highest MWTP 2067.170 MMK (1.53 USD) relative to the other attributes. Our results suggest that policymakers and producers must enhance consumers’ knowledge of what is an eco-product and how to differentiate it in the market place and emphasize the improvement of food safety certification programs.

Suggested Citation

  • Myo Sabai Aye & Yoshifumi Takahashi & Mitsuyasu Yabe, 2024. "Effects of Consumer Preferences on Environmentally Friendly Tomatoes in Myanmar," Journal of Agricultural Science, Canadian Center of Science and Education, vol. 11(13), pages 1-29, April.
    • Handle: RePEc:ibn:jasjnl:v:11:y:2024:i:13:p:29
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/jas/article/download/0/0/40196/41315
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/jas/article/view/0/40196
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hausman, Jerry & McFadden, Daniel, 1984. "Specification Tests for the Multinomial Logit Model," Econometrica, Econometric Society, vol. 52(5), pages 1219-1240, September.
    2. Fredrik Carlsson & Peter Frykblom & Carl Johan Lagerkvist, 2007. "Consumer Benefits of Labels and Bans on GM Foods—Choice Experiments with Swedish Consumers," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 89(1), pages 152-161.
    3. Wiktor Adamowicz & Peter Boxall & Michael Williams & Jordan Louviere, 1998. "Stated Preference Approaches for Measuring Passive Use Values: Choice Experiments and Contingent Valuation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(1), pages 64-75.
    4. Jayson L. Lusk & Darren Hudson, 2004. "Willingness-to-Pay Estimates and Their Relevance to Agribusiness Decision Making," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 26(2), pages 152-169.
    5. Olynk, Nicole J. & Tonsor, Glynn T. & Wolf, Christopher A., 2010. "Consumer Willingness to Pay for Livestock Credence Attribute Claim Verification," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(2), pages 1-20, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wongprawmas, Rungsaran & Canavari, Maurizio, 2015. "Heterogeneity in consumer preferences for food safety lavel in Thailand," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202744, European Association of Agricultural Economists.
    2. Wongprawmas, Rungsaran & Canavari, Maurizio, 2017. "Consumers’ willingness-to-pay for food safety labels in an emerging market: The case of fresh produce in Thailand," Food Policy, Elsevier, vol. 69(C), pages 25-34.
    3. Bond, Craig A. & Thilmany, Dawn D. & Bond, Jennifer Keeling, 2008. "What to Choose? The Value of Label Claims to Fresh Produce Consumers," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(3), pages 1-26.
    4. Doherty, Edel & Campbell, Danny, 2011. "Demand for improved food safety and quality: a cross-regional comparison," 85th Annual Conference, April 18-20, 2011, Warwick University, Coventry, UK 108791, Agricultural Economics Society.
    5. De Valck, Jeremy & Vlaeminck, Pieter & Liekens, Inge & Aertsens, Joris & Chen, Wendy & Vranken, Liesbet, 2012. "The sources of preference heterogeneity for nature restoration scenarios," Working Papers 146522, Katholieke Universiteit Leuven, Centre for Agricultural and Food Economics.
    6. Jill Windle & John Rolfe, 2005. "Diversification choices in agriculture: a Choice Modelling case study of sugarcane growers," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 49(1), pages 63-74, March.
    7. Danso, G. K. & Otoo, Miriam & Duy Linh, N. & Madurangi, Ganesha, "undated". "Households’ willingness-to-pay for fish product attributes and implications for market feasibility of wastewater-based aquaculture businesses in Hanoi, Vietnam," Papers published in Journals (Open Access) H048216, International Water Management Institute.
    8. Teratanavat, Ratapol P. & Hooker, Neal H., 2005. "Exploring Consumer Valuation and Preference Heterogeneity for Functional Foods Using a Choice Experiment: A Case Study of Tomato Juice Containing Soy in Ohio," 2005 Annual meeting, July 24-27, Providence, RI 19556, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    9. George K. Danso & Miriam Otoo & William Ekere & Stanley Ddungu & Ganesha Madurangi, 2017. "Market Feasibility of Faecal Sludge and Municipal Solid Waste-Based Compost as Measured by Farmers’ Willingness-to-Pay for Product Attributes: Evidence from Kampala, Uganda," Resources, MDPI, vol. 6(3), pages 1-17, July.
    10. Tadesse, Tewodros & Berhane, Tsegay & Mulatu, Dawit W. & Rannestad, Meley Mekonen, 2021. "Willingness to accept compensation for afromontane forest ecosystems conservation," Land Use Policy, Elsevier, vol. 105(C).
    11. Haghani, Milad & Bliemer, Michiel C.J. & Hensher, David A., 2021. "The landscape of econometric discrete choice modelling research," Journal of choice modelling, Elsevier, vol. 40(C).
    12. Helen Scarborough & Jeff Bennett, 2012. "Cost–Benefit Analysis and Distributional Preferences," Books, Edward Elgar Publishing, number 14376.
    13. Dikgang, Johane & Muchapondwa, Edwin, "undated". "The Economic Valuation of Dryland Ecosystem Services in the South African Kgalagadi by the Local Communities," RFF Working Paper Series dp-13-15-efd, Resources for the Future.
    14. Andrew M. Johnson & Tahirou Abdoulaye & Bamikole Ayedun & Joan R. Fulton & Nicole J. Olynk Widmar & Akande Adebowale & Ranajit Bandyopadhyay & Victor Manyong, 2020. "Willingness to pay of Nigerian poultry producers and feed millers for aflatoxin‐safe maize," Agribusiness, John Wiley & Sons, Ltd., vol. 36(2), pages 299-317, April.
    15. Xie, Ran & Isengildina-Massa, Olga & Carpio, Carlos E., 2014. "The Biggest Bang for the Buck: Valuation of Various Components of a Regional Promotion Campaign by Participating Restaurants," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(2), pages 1-16, May.
    16. Garrod, Guy & Ruto, Eric & Willis, Ken & Powe, Neil, 2012. "Heterogeneity of preferences for the benefits of Environmental Stewardship: A latent-class approach," Ecological Economics, Elsevier, vol. 76(C), pages 104-111.
    17. Cristina Coscia & Francesca Pasquino, 2023. "Demand Analysis Models to Support Cultural Tourism Strategy: Application of Conjoint Analysis in North Sardinia (Italy)," Land, MDPI, vol. 12(12), pages 1-23, December.
    18. Hoyos Ramos, David, 2010. "Using discrete choice experiments for environmental valuation," BILTOKI 1134-8984, Universidad del País Vasco - Departamento de Economía Aplicada III (Econometría y Estadística).
    19. Ortega, David L. & Wang, H. Holly & Wu, Laping & Olynk, Nicole J., 2011. "Modeling heterogeneity in consumer preferences for select food safety attributes in China," Food Policy, Elsevier, vol. 36(2), pages 318-324, April.
    20. George K. Danso & Miriam Otoo & Nguyen Duy Linh & Ganesha Madurangi, 2017. "Households’ Willingness-to-Pay for Fish Product Attributes and Implications for Market Feasibility of Wastewater-Based Aquaculture Businesses in Hanoi, Vietnam," Resources, MDPI, vol. 6(3), pages 1-22, July.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    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:ibn:jasjnl:v:11:y:2024:i:13:p:29. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    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.