ความเต็มใจจ่ายและปัจจัยที่ส่งผลต่อการตัดสินใจซื้อข้าวปลอดสาร (Willingness to Pay and Factors Affecting Pesticide-free Rice Buying)

Abstract

This study aimed to explore price levels and factors affecting willingnessof consumers to pay for pesticide-free rice by using consumer samplings of 400 participants in Muang district, Phayao province. The methods used for this study are Contingent Valuation Method in type of Double Bounded CVM together with Multinomial Logit Models. The result reveals that the consumers are willing to pay 12.73 baht per kilogram to consume pesticide-free rice. The factors affecting consumers’ willingness (to pay) that have statistical significance at confident interval of 95% consist of 6 aspects. These factors include: (1) education level, (2) experience in consumption of pesticide-free or other organic products, (3) price strategy; while factors that are not relevant to the hypothesis include (4) consumers’ family members, (5) marketing communications, and (6) household income. We found that pesticide-free rice is a product that has potential for growth among community markets. Senior people have more influential factor (in willingness to buy) than other family members. Communication toward the consumers through customary modes (e.g. radio broadcasting, community radio) is more efficient than modern media (on-line media.)