Consumer Perception and Willingness to Pay for Organic Vegetables in Savannakhet Province, Lao PDR

Organic vegetables play a vital role in reducing exposure to harmful substances in food. This study aimed to assess consumer perceptions and willingness to pay (WTP) for organic vegetables, and identify factors influencing respondents' WTP for such vegetables in Savannakhet province, Lao PDR. A total of 368 respondents participated, with data collected using a structured questionnaire. Descriptive statistics, contingent valuation method, and logit models were employed for analysis. Results indicated that 60.30% of tested fresh vegetables were free from chemical contamination and toxins. High and moderate levels of chemical contamination were observed in only 6.25% and 25% of fresh vegetables, respectively. Approximately 35.29% of consumers reported regular weekly purchases of organic vegetables, with an average consumption of 3.78 +/- 2.45 kg/week, priced between 0.37 USD and 3.09 USD. Organic vegetables were favored for their perceived health benefits and quality, with 98.53% of consumers expressing future demand. The mean WTP for organic vegetables was found to be 1.14 USD per 1 kg. Bid premiums negatively impacted WTP for lettuce, morning glory, and mint products, while occupation exhibited a negative correlation with WTP for Chinese cabbage and onion.