This article analyzes the determinants of consumers’ willingness-to-pay premium for organic tomatoes and explores the production potential. Descriptive statistics were used to summarize consumption characteristics and a logit model was used to understand the socioeconomic factors affecting consumers' choices. Results indicated that consumers are willing to pay higher prices for organic vegetables. This willingness varied with four socioeconomic variables: Age, income, education, and wife’s employment status and two opinion variables, namely shape and availability of organic products. There is a need to bolster consumers’ confidence in organic labels and to inform them about the availability of such products in the market.
Key words: Willingness-to-pay, organic vegetables, logit model, market.
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