Analisis Willingness to Pay terhadap Pelanggan Sayuran Organik Agatho Bina Sarana Bakti

Abstract

Increased public awareness to the environment has led to change the public preference of the product consumption. An Organic vegetable is one of the products consumption that environmentally friendly and good to maintain the health. Based on that issue, this research aims to (1) Identify consumers characteristic who made a purchase on organic vegetable is using descriptive analysis; (2) Measure consumer willingness to pay using contingent valuation method; and (3) Analyze factors that affecting organic vegetable costumer willingness to pay using logistic regression. The result of this research showed the mean of maximum WTP for carrot commodity is Rp.22.989,80; lettuce is Rp. 33.744,90; cabbage is Rp. 21.989,80; cauliflower is Rp. 36.989,80; broccoli Rp. 42.989,80 and pakchoy is Rp. 27.989,80. The factor that affecting consumer willingness to pay for organic vegetable is household size and consumer income.