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Abstract:
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This research aimed to study the general situations of organic vegetables including the certification of organic farming in Thailand and customers’ willingness to pay for certified organic vegetables in Chiang Mai. The primary data was collected by interviewing the sample of 400 customers who purchased organic vegetables from supermarkets in Chiang Mai province. Then, the data was analyzed by using descriptive statistics and Tobit Model for willingness to pay.
The results showed that the current situation of organic farming production in Thailand has been continuously growing. Based on the situation of organic agriculture in Thailand in 2016, the area of organic production in 2015 has grown by 21 percent, with the percentage increase from the previous year. The marketing situation of organic farming in Thailand represented that total values of exports were greater than the total values of domestic markets. The certification of organic farming standards in Thailand is organized by public and private sectors. The objective is to certify the products produced and processed with organic farming process. Because the exporting of organic products need to be certificated by reliable organization.
According to the survey of the sample, customers in Chiang Mai province it could be seen that the majority of the customers were in the age group of 31-40 years old, having 3-4 household members with the incomes in the range of 10,001-20,000 baht per month, educated bachelor's degrees or higher levels and have been aware of the certification of organic farming. The survey of purchasing behavior of the customers to certified organic vegetables from the supermarkets indicated that the products with organic certified badges are the first choices to be selected by the customers. Organic Thailand was the common organic certified badge that most of customers have seen and purchased. The study of willingness to pay showed that most customers were willing to pay extra for certified organic vegetables in the range of 11 - 20 baht. Factors affecting willingness to pay price levels were Age which correlated in the same direction as willingness to pay at the significant level of 0.01, Education correlated in the same direction to willingness to pay at the significant level of 0.05, and Customer Perception to organic vegetables standard correlated in the same direction as willingness to pay at the significant level of 0.01. It was found that the customers were willing to pay the highest extra as of 21.20 baht per pack (150 grams) for certified organic Green Oak Lettuce; 21.18 baht per pack (150 grams) for certified organic Red Oak Lettuce; 19.02 baht per pack (150 grams) for certified organic Cos Lettuce; 18.93 baht per pack (150 grams) for Fillie Iceburg Lettuce; and 24.77 baht per pack (150 grams)for certified organic Butterhead Lettuce.
Keyword: Willingness to pay, Organic vegetable, Certified, Consumer, Chiang Mai
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