Consumer Willingness to Pay of Organic Rice and The Factors which Affected in Pontianak
Penulis/Author
Dr. Ir. Slamet Hartono, S.U., M.Sc. (1); Prof. Dr. Ir. Dwidjono Hadi Darwanto, S.U. (2)
Tanggal/Date
2017
Kata Kunci/Keyword
Abstrak/Abstract
Organic rice is claimed as one of staples food alternative choice. Consuming organic rice is not only about fulfilling
the quality needs but also a part of life style. Organic rice is also available in many modern retails in Pontianak so that
it is affordable enough to be consumed by Pontianak’s residents. The aims of study were to analyze Willingness To
Pay (WTP) of consumers with Contingent Valuation Method (CVM) and find factors affected consumers WTP value
of organic rice . Primary data were collected during March to April 2016 and analyzed by multiple regression. The
samples of Pontianak’s residents were used as respondents. The result showed that willingness to pay rate of organic
rice in Pontianak was low. The age, price of organic rice, ergonomic packaging, respondent expenditure in month,
and non-organic rice price affected WTP with marked positive, while marital status factor had negative marked.
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