Recognition Degree of Organic Agriculture and Willingness to Pay of Consumers Based on CVM——Evidence from Jiangxi Province

doi:10.11924/j.issn.1000-6850.casb15100015

Abstract

Abstract: To study the recognition degree of organic agriculture, ideal price of organic products and the willingness to pay (WTP) for the landscape and culture function of organic farmland, a random questionnaire survey was conducted using the contingent value method (CVM) in Wanzai County, Yichun City and Nanchang City in Jiangxi Province. And the correlation analysis between WTP, recognition degree and the respondents’ social-economic characteristics was conducted. The results showed that the recognition degree was low, only 20.7% of the respondents had a relative good recognition on organic agriculture. The respondents’ideal price on organic products was 1.6 times higher than that of non-organic products. The ideal prices had a significant correlation with recognition degree of respondents (P＝0.034), and had an xtremely significant correlation with gender (P＝0.002) and monthly income (P＝0.002). The average WTP for landscape and education function of organic farmland was 316.7 yuan/(persona). And the WTP for landscape and education function of organic farmland had extremely significant correlation with recognition degree (P＝0.002) and monthly income (P＝0.000). On the basis of these results, enhancing publicity, pricing reasonably, focusing on high-income groups are all effective ways to expand the market of organic agricultural products and services in China.

CLC Number:

S345

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