Thesis (BS Agribusiness Economics) -- University of the Philippines Mindanao, 2023

The recent rise of health-conscious and ethical consumers poses potential demand for sustainable products like organic carrots that provide numerous health and environmental benefits. However, socioeconomic status and attitude towards organic products can affect the consumer’s willingness to pay (WTP). This study aimed to analyze the consumers’ attitudes and willingness to pay for organic vegetables among consumers in Valencia City, Bukidnon. Quota sampling was used to select 232 respondents from 6 urban and rural barangays. Contingent valuation method was used to elicit WTP of consumers. Findings revealed that 97% of the respondents were aware of organic vegetables. On average, respondents were willing to pay an additional amount of only Php 17/kg for organic carrots. Chi-square test results showed that consumers from urban barangays, those who are married, finished high school, consider low price, safety for vegetables, cleanliness, freshness, and proximity in purchasing vegetables are willing to pay for organic carrots. Logistic regression results reveal that being married decreases the probability of WTP while proximity to a retail outlet, organic carrots. Overall, safety is a consistent factor that influence consumers’ willingness to pay for organic carrots in Valencia City. The findings underscore the importance of government institutions in enhancing public awareness and promotion on the benefits of organic vegetables consumption in increasing demand for organic carrots.