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

The main purpose of the study was to derive the willingness to pay estimates for organic rice in General Santos City using the Contingent Valuation Method. Specifically,the study aimed to describe consumers' awareness regarding organic rice,to analyze the factors that can influence the WTP for organic rice and to assess and compare the factors that can affect the WTP for organic rice among income classes. Quota Sampling Method through Known Groups and purposive sampling were utilized in this study. The three income classes (high,middle,low)were the known groups. The study utilized some attitudinal,awareness and demographic factors that can possibly affect consumers' willingness to pay for organic rice and subject these factors to a Binary Logistic Regression Model. Of all the factors considered in the study,only respondents' past purchase of organic rice,respondents' willingness to buy if organic rice is more available,respondents' awareness regarding pesticide residues,and monthly household income were found to be statistically significant for the OVERALL WTP Model; Respondents' willingness to buy if organic rice is more available,respondents' awareness regarding pesticide residues,and household size for HIGH Income Class' WTP Model;Respondents' willingness to buy if organic rice is more available and respondents' were found significant in determining MIDDLE Income Class' WTP Model; Respondents' willingness to buy if organic rice is more available and respondents' were found significant in determining MIDDLE Income Class WPT Model. On the average,respondents,who were willing to pay a price premium,were willing to pay 31-40% price premium for organic rice. The study also verified that HIGH Income Class respondents were the ones more willing to pay and had higher willingness to pay for organic rice compared to the lower income classes. The findings of this study can serve as inputs for the Local Government of General Santos City on making or deciding policies and programs for the welfare of both organic rice farmers and consumers.