Thai Consumers’ Willingness to Pay for Organic Cavendish Banana in Smart Label Packaging in Chiang Mai Province

Abstract

This research aimed to analyze factors affecting decision-making to purchase organic cavendish banana in smart label packaging of Thai consumers in Chiang Mai province. Conjoint Analysis was employed for analyzing characteristics of organic cavendish banana in smart label packaging. Then, the results of the analysis were used for analyzing the willingness to pay. This research determined factors on organic certified mark, label with cavendish banana profit, label with color of rip and price. The research revealed that price of organic cavendish banana was the most effect on consumer decision-making to purchase cavendish banana in smart label packaging. In case of willingness to purchase organic cavendish banana, Thai consumer is willing to highest purchase organic cavendish banana if the package shows organic certified mark, label with cavendish banana profit, label with color of rip and the price is double compare to normal banana.