Consumer Perception and Willingness to Pay for Organic Vegetables in Savannakhet Province, Lao PDR

Inta Chanthavong (inta.sku2009@gmail.com), Nouansisavad Sombounsack, Kampanat Pensupar and Phouthavong Sengsouriya
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Inta Chanthavong: Faculty of Agriculture and Environment, Savannakhet University, Lao PDR, Postal: Number 9 Road, Nongpheu Village, Kaysone Phomvihane City, Savannakhet Province, Lao PDR.
Nouansisavad Sombounsack: Office of Post-Graduate Study, Savannakhet University, Lao PDR
Kampanat Pensupar: Faculty of Economics, Kasetsart University, Thailand
Phouthavong Sengsouriya: Research and Development Centre, Savannakhet University, Lao PDR

Asian Journal of Applied Economics/ Applied Economics Journal, 2024, vol. 31, issue 1, 120-132

Abstract: Organic vegetables play a vital role in reducing exposure to harmful substances in food. This study aimed to assess consumer perceptions and willingness to pay (WTP) for organic vegetables, and identify factors influencing respondents' WTP for such vegetables in Savannakhet province, Lao PDR. A total of 368 respondents participated, with data collected using a structured questionnaire. Descriptive statistics, contingent valuation method, and logit models were employed for analysis. Results indicated that 60.30% of tested fresh vegetables were free from chemical contamination and toxins. High and moderate levels of chemical contamination were observed in only 6.25% and 25% of fresh vegetables, respectively. Approximately 35.29% of consumers reported regular weekly purchases of organic vegetables, with an average consumption of 3.78±2.45 kg/week, priced between 0.37 USD and 3.09 USD. Organic vegetables were favored for their perceived health benefits and quality, with 98.53% of consumers expressing future demand. The mean WTP for organic vegetables was found to be 1.14 USD per 1 kg. Bid premiums negatively impacted WTP for lettuce, glory, and mints products, while occupation exhibited a negative correlation with WTP for Chinese cabbage and onion.

Keywords: organic vegetables; perception; willingness to pay (WTP) (search for similar items in EconPapers)
JEL-codes: O13 P36 Q11 (search for similar items in EconPapers)
Date: 2024
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