Willingness to Pay for Pesticide Free Fruits: Evidence from Pakistan

Jahangir Khan, Aditya R. Khanal, Kar Ho Lim, Abbas Ullah Jan, Syed A. Shah

Research output: Contribution to journalArticle

Abstract

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.

Original languageEnglish
Pages (from-to)392-408
Number of pages17
JournalJournal of International Food and Agribusiness Marketing
Volume30
Issue number4
DOIs
Publication statusPublished - 2018 Oct 2

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willingness to pay
Pakistan
Pesticides
Fruit
pesticides
fruits
Size Perception
household surveys
contingent valuation
socioeconomic factors
household income
Insurance Benefits
Statistical Factor Analysis
interviews
education
demographic statistics
Economics
Demography
Willingness-to-pay
Interviews

Keywords

  • Consumer
  • D12
  • ordered logit
  • Pakistan
  • PFF
  • price premium
  • Q13
  • WTP

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing

Cite this

Willingness to Pay for Pesticide Free Fruits : Evidence from Pakistan. / Khan, Jahangir; Khanal, Aditya R.; Lim, Kar Ho; Jan, Abbas Ullah; Shah, Syed A.

In: Journal of International Food and Agribusiness Marketing, Vol. 30, No. 4, 02.10.2018, p. 392-408.

Research output: Contribution to journalArticle

Khan, Jahangir ; Khanal, Aditya R. ; Lim, Kar Ho ; Jan, Abbas Ullah ; Shah, Syed A. / Willingness to Pay for Pesticide Free Fruits : Evidence from Pakistan. In: Journal of International Food and Agribusiness Marketing. 2018 ; Vol. 30, No. 4. pp. 392-408.
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