Analysis of willingness to pay organic vegetables in Medan

Abstract

A healthy lifestyle is now internationally institutionalized and requires a guarantee that agricultural products must globally standardized and requires an assurance that farming items must have food safety, high nutritional and eco-labelling attributes. These things maters become motivation for living a healthy lifestyle. The research objective was to determine factors affecting willingness to pay for organic vegetables in Medan City, by using logistic regression analysis which sourced from primary data. The results show that value of Willingness to Pay consumers for organic vegetables (in the modern market of Medan City is higher by 10.40% - 12.89% of the price offered. The highest percentage of WTP increase in organic vegetable product consumers was spinach and the lowest was mustard greens. Income and product price have a significant effect on willingness to pay for organic vegetables meanwhile education level, age, and number of family members do not have significantly effect.