CONSUMER CHARACTERISTICS RELATED TO WILLINGNESS TO PAY FOR ORGANIC RICE

Abstract

Rice is one of the staple foods which are one of the great potentials to be produced in premium. Premium rice is rice that is free of artificial chemicals which can endanger the health of consumers so that premium rice is healthy for consumption. There is a new fact that the demand for organic rice products is more increasing. The aims of this study are to identify the preferred type of organic rice in the market and to identify the characteristics of its consumers. The analysis method uses descriptive analysis and to calculate the value of willingness to pay (WTP) consumer using Contingent Valuation Method (CVM). The results show the most demand for organic rice is N 790 and riceya. The type of consumer of organic rice is entrepreneur and government employees. Finally, the willingness to pay for organic rice is based on the reason for the positive impact on the environment and health.

Keywords

• Willingness to pay
• organic rice
• consumers
• characteristics
• health