Thesis (BS Agribusiness Economics) -- University of the Philippines Mindanao, May 2018

The proliferation of foodborne illness globally and increase in dietary concerns of consumers lead to an increased interest on food safety. While fresh fruits and vegetables are health-promoting components of the diet, it is somehow linked to foodborne diseases (FBDs). At the farm level, the adoption of Good Agricultural Practices (GAP) ensures all aspects of farming at any pint from production to distribution is safely handled and free from microbial and chemical food hazards. This study assessed the consumer awareness and willingness to pay (WTP) for GAP- certified vegetables in Davao City. Vegetables considered in this study were tomato, eggplant, sweet pepper, bitter gourd, squash and cucumber. Tobit regression model was used to analyze the factors influencing the consumers? willingness to pay for GAP-certified vegetables, employing 235 respondents who were chosen randomly. Results revealed that only 29% of the respondents were aware about GAP-certified vegetables. Also, majority of the respondents (78%) we?re willing to pay for GAP-certified vegetables if it is made widely available in Davao City. Moreover, consumers have slightly higher WTP for GAP-certified vegetables that will be sold in the wet market than in the supermarket. This may be due to the fact that prices of vegetables sold in the supermarket are at least twice the price of the wet market. The perception that vegetables sold in the supermarket are already safe also lessens the value proposition of GAP-certified vegetables to be sold in the supermarket. The results also indicate that consumers were concerned on certain foods safety attributes which are also covered under Good Agricultural Practices. This study recommends that more efforts should be exerted in promoting GAP-certified vegetables, i.e. appropriate and effective information dissemination, and increase of production and marketing of GAP-certified vegetables in Davao City.