Consumers Willingness To Pay For Certified Lettuce At Premium Prices: The Effect Of Environmentalism, Food Safety And Price Consciousness Factors

Abstract

The demand for organic lettuce is increasing in Indonesia, but on the other hand, the use of chemical pesticides is also increasing. Certification has a role in eliminating information asymmetry between producers and consumers. Many researches on organic vegetables have been carried out, but those who look at the certification attributes are still lacking. This study aims to analyse consumers' willingness to buy (WTB) for certified organic lettuce at premium prices in Indonesia. A total of 575 respondents participated in the online questionnaire. The results of binary logistic regression analysis show that the value of environmentalism has the strongest positive influence on consumers' WTB. Furthermore, food safety consciousness has a significant positive effect, while price consciousness has a negative effect. The results of this study provide implications for an efficient marketing strategy for producers or marketers of certified organic lettuce.