An empirical analysis of consumer willingness to pay for domestically grown product attributes The case of Taiwan

Purpose - The purpose of this paper is to investigate consumers' willingness to pay for product attributes of domestically grown fruit and vegetable products. Design/methodology/approach - Conjoint analysis and random utility model. Findings - The empirical results show that the willingness to pay for attributes of products are different within groups with different education levels. For respondents who had higher education level, the priority concern for purchasing fruits and vegetables was safety. However, for respondents who had lower education level, the priority of concern was freshness. Regarding environmental awareness, consumers with higher education levels preferred the reduction of pollution more than ecological balance. For intellectual culture, consumers of higher education preferred cultural specialty packaging/labeling, more than described endemic life. Consumers with a lower education preferred endemic life presentation. Originality/value - This research provides important information regarding consumers' preference for different attributes of locally grown vegetables and fruits. Using this information, marketing strategies and policy measures to support the consumption of locally grown fruits and vegetables are implemented.