Kesediaan Membayar (Willingness to Pay) Konsumen terhadap Produk Sayur Organik di Pasar Modern Jakarta Selatan

Abstract

Organic vegetables products tend to have higher prices compared to non organic vegetables, therefore most consumers think organic vegetables products as an expensive food products. Therefore, this research was conducted to determine consumers' willingness to pay (WTP) and the influencing factors to WTP. This research was conducted in 6 modern market in South Jakarta by interviewing 100 consumers who were buying organic vegetable products. The respondents were selected using multistage sampling method. Data were analyzed by contingent valuation method (CVM) to determine the average value of consumers' willingness to pay and logistic regression were used to determine the factors that influence WTP. The results showed that 82% consumers are willing to pay with higher prices to obtain organic vegetables products, with increment range between 8.5% to 15% from the real price. Factors that significantly influenced consumers' willingness to pay were the education level, the amount of income per month and product quality.