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 journalArticlepeer-review

9 Citations (Scopus)


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
Issue number4
Publication statusPublished - 2018 Oct 2


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

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing


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