Analisis Kesediaan Membayar (Willingness To Pay) Sayuran Organik dan Faktor - Faktor yang Mempengaruhinya (Studi Kasus Kota Bogor, Jawa Barat)

Abstract

The era of modernization and the increasing in GDP per capita have changed the consumer behavior of Indonesian people. Indonesian people realize the importance of healthy living by consuming organic vegetables. The increasing production cost as a result of improving product quality induced the selling price of organic vegetables in market. This research aims to identify customer characteristics who made a purchase on organic vegetables by using descriptive analysis, to estimate consumer willingness to pay (WTP) using Contingent Valuation Method (CVM) and to analyze factors that influence the Willingness To Pay using Structural Equation Modeling (SEM) with LISREL. The result of this research showed the mean of maximum WTP for cabbage commodity is Rp 18.738; lettuce is Rp 30.048; broccoli is Rp 40.250; chinese cabbage (bok choy) is Rp 24.368 and carrot is Rp 19.820. The attitude and obstacle effect on WTP is significant, while the effect of SES is not significant.