Are Thai consumers willing to pay for food safety labels? Choice experiment on fresh produce

Rungsaran Wongprawmas, Maurizio Canavari and Chutima Waisarayutt

No 182739, 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia from European Association of Agricultural Economists

Abstract: Thai government introduced a food safety label (Q mark) to help consumers recognizing produce with higher level of safety assurance. Producers and retailers are sceptical on whether Thai consumers place value on it, thus they are reluctant to apply to obtain certification and label. This study aims to estimate the value Thai consumers place on food safety labels for fresh produce using a discrete choice experiment approach and a mixed logit (RPL) model. A sample of 350 Thai consumers was surveyed in Bangkok in 2013. Thai consumers are willing- to-pay a premium price for food safety labelled produce over unlabelled ones.

Keywords: Consumer/Household; Economics (search for similar items in EconPapers)
Pages: 14
Date: 2014-08
New Economics Papers: this item is included in nep-agr, nep-dcm, nep-mkt and nep-sea
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/182739/files/W ... experiment-293_a.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae14:182739

DOI: 10.22004/ag.econ.182739

Access Statistics for this paper

More papers in 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia from European Association of Agricultural Economists Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().