Consumers’ Willingness to Pay for Healthiness, Quality and Carbon Footprint Reduction of Bagged Rice

Abstract

The purpose of this study was to investigate three attributes of bagged rice products, namely healthiness, quality and carbon footprint reduction and to elicit the willingness to pay for these attributes of bagged rice products of Thai consumers by using unforced choice experiments. A mixed logit model was used to analyse the aggregate sample. Data collection was conducted by an online questionnaire from the sample of consumers aged 20 years and over who had purchased bagged rice. A sample of 420 people living in different regions of Thailand was taken using a multi-stage sampling method. The results showed that all attributes had a significant effect on the purchase of bagged rice of the consumer sample with statistical significance at the level of 0.001. The results also have interesting implications for researchers, entrepreneurs and policymakers.