PJB-2019-893
CONSUMERS’ WILLINGNESS TO PAY FOR FRESH-WATER GROWN LEAFY VEGETABLES
Salah Udin Buzdar
Abstract
Waste-water grown vegetables are responsible for various diseases whereas fresh-water grown vegetables are comparatively expensive. This paper examines consumers’ willingness to pay for fresh-water grown leafy vegetables, such as, cauliflower, spinach and salad. This is because chemicals and pesticides easily contaminate the leafy vegetables. For this purpose a survey was conducted using contingent valuation method and for this purpose 260 vegetable-consumers were questioned directly with the help of a semi-structured questionnaire. The results indicate that most of the vegetable consumers (87-88%) are willing to pay extra amounts for FWGV. On average, a vegetable consumer is willing to pay 27.4%, 43% and 52% more than the original price for the three leafy vegetables. The factors such as household income, higher levels of education, awareness, use of freshwater-grown vegetables and employment are found significantly affecting the consumers’ decision of willingness to pay for FWGV. The study results reveal a high willingness to pay for FWGV by the vegetable consumers and suggests a comprehensive strategy on the part of the government to overcome the problem of wastewater-grown vegetables (WWGV).
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