Journal of Food, Agriculture and Environment

Vol 10, Issue 3&4,2012
Online ISSN: 1459-0263
Print ISSN: 1459-0255

Analyzing demand and consumers’ willingness to pay for organic fruits and vegetables


Aydin Basarir *, Mohamed S. Gheblawi

Recieved Date: 2012-07-10, Accepted Date: 2012-09-26


Consumers’ awareness, trust, and willingness to pay (WTP) for organic food products have evolved in stages starting from US (1960s), then Europe (1980s) and finally all around the world. Organic products are believed to be healthier than the conventional products by most of the consumers. This belief has been more significant in recent years in demand for organic foods; and in particular organically produced fruits and vegetables. The world organic market increased to 59 billion US$ in 2010 and the top-selling organic products since 1997 have been organic fruits and vegetables. In order to develop and sustain the markets for organic products in UAE, understanding of the factors motivating the consumers to buy such products becomes essential. Since the unit price of organic products is higher than the conventional products, consumers may believe that the price premium is worthwhile. The main objective of this study was to analyze demand, elicit UAE consumers’ awareness, and their WTP for organic fruits and vegetables. Five hundred respondents were surveyed and 291of them were willing to pay more than current conventional product prices for organic fruits and vegetables.  Tobit and the Generalized Double Hurdle Cragg’s models were used to determine the factors affecting the consumers’ WTP for organic products. According to the results, respondents from Al Ain city and those with higher education seem to be less willing to pay a premium for organic products. However, consumers from Sharjah are willing to spend more on organic fruits and vegetables each week as well as consumers with knowledge and positive attitude regarding organic foods. 


Organic fruits and vegetables, willingness to pay, Tobit model, Double Hurdle Cragg model

Journal: Journal of Food, Agriculture and Environment
Year: 2012
Volume: 10
Issue: 3&4
Category: Food and Health
Pages: 86-91

Full text for Subscribers

Note to users

The requested document is freely available only to subscribers/registered users with an online subscription to the Journal of Food, Agriculture & Environment. If you have set up a personal subscription to this title please enter your user name and password. All abstracts are available for free.

Article purchasing

If you like to purchase this specific document such as article, review or this journal issue, contact us. Specify the title of the article or review, issue, number, volume and date of the publication. Software and compilation, Science & Technology, all rights reserved. Your use of this website details or service is governed by terms of use. Authors are invited to check from time to time news or information.

Purchase this Article:   20 Purchase PDF Order Reprints for 15

Share this article :