Consumer willingness to pay for green food in Malaysia

• Main Authors: Rezai, Golnaz, Phuah, Kit Teng, Mohamed, Zainal Abidin, Shamsudin, Mad Nasir
• Format: Article
• Language: English
• Published: Routledge 2013
• Online Access: http://psasir.upm.edu.my/id/eprint/29353/1/Consumer%20willingness%20to%20pay%20for%20green%20food%20in%20Malaysia.pdf; http://psasir.upm.edu.my/id/eprint/29353/; http://www.tandfonline.com/doi/abs/10.1080/08974438.2013.798754
• Institution: Universiti Putra Malaysia

The purpose of this research is to identify how much consumers are willing to pay for green foods in Malaysia. A survey was conducted in Peninsular Malaysia of 1,355 respondents in order to explore their willingness to pay for green food products. Contingent valuation method was used to determine co...