Abstract

The aim of the present study is to identify the factors that affect consumers' willingness to pay for Crocus sativus in China. For this purpose, a total of 467 surveys were carried out in ten cities of China. From the collected survey data, a logistic regression analysis was used to estimate the variables of the consumers' individual characteristic, health functions of the products, consumers' behavior and marketing factors. The results show that gender, household monthly income, marital status, attitudes of health functions, attitudes of active ingredient content and taste of the products have a significant positive impact on willingness to pay for C. sativus, while the price of the products and comparative purchasing behavior have a significant negative impact on willingness to pay for C. sativus.

Key words: Crocus sativus, consumer behaviour, willingness to pay, influencing factors, logistic model.