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Willingness to Pay for Pesticide Free Fruits: Evidence from Pakistan
- Khan, Jahangir, Khanal, Aditya R., Lim, Kar Ho, Jan, Abbas Ullah, Shah, Syed A.
- Journal of international food & agribusiness marketing 2018 v.30 no.4 pp. 392-408
- contingent valuation, education, fruits, households, income, pesticides, prices, socioeconomic factors, surveys, willingness to pay, Pakistan
- This paper analyzes factors influencing consumption decision of pesticide free fruits (PFF) and estimates the willingness to pay (WTP) price premium for PFF in Pakistan. A contingent valuation survey of 200 households was conducted using face to face interview and payment card method. Results suggested that 93.5% respondents were WTP higher prices for PFF. Remarkably, around 35% respondents were WTP 16–20% higher prices and 24% respondents were WTP 6–10% higher prices for PFF than the existed conventional price. In addition, our ordered logit regression suggests that demographic and socio-economic variables such as age, education, income, household’s size and perception about health benefits are significantly associated with higher WTP for PFF.