Willingness to Pay the Organic Vegetable: The Impact of Covid-19 Pandemic in Indonesian Experience

Lutfiadi, Ridwan and Kamilah, Ahya and Danapriatna, Nana (2023) Willingness to Pay the Organic Vegetable: The Impact of Covid-19 Pandemic in Indonesian Experience. International Journal of Environmental, Sustainability, and Social Science (IJESSS), 4 (3). pp. 886-899. ISSN 2721-0871

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Abstract

The enthusiasm for maintaining health has increased in line with the Covid-19 pandemic, though they have to pay the higher price. Therefore, study aims to determine changes in people's behavior in consuming organic vegetables due to Covid-19, willingness to pay (WTP) and factors that influence. The research was conducted in three stages--descriptive socio-demographic factors, calculation of WTP with the Contingent Valuation Method approach and SEM (Structural Equation Modeling) analysis. Based on 155 respondents who determined by Slovin formula and accidental sampling technique. The study showed that consumers had a higher WTP for various types of organic vegetables, especially spinach, chayote, and kale. However, this WTP is significantly influenced by level of education, type of work and income. Consumer behavior significantly affected WTP for organic vegetables during Covid-19 pandemic. Thus, Covid-19 pandemic provides great potential for an increase in the number of consumption and purchases of organic vegetables

Item Type:	Article
Keywords / Kata Kunci:	Consumption Behavior, WTP, Organic Vegetable, Pandemic
Subjects:	Manajemen Pemasaran Manajemen
Faculty:	Fakultas Pertanian > Agribisnis S1
Depositing User:	Dr. Nana Danapriatna
Date Deposited:	20 Aug 2024 06:46
Last Modified:	20 Aug 2024 06:46
URI:	http://repository.unismabekasi.ac.id/id/eprint/6203

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