ความเต็มใจจ่ายของผู้บริโภคมะม่วงปลอดภัยในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

The study was aimed at exploring the consumer’s attitude and willingness to pay for safety mangoes. Ordered probit model was used to study consumer’s attitude. Hedonic price equation was used to evaluate value of safety mangoes. The result from hypothesis about customer perception of food safety has shown 41 percent of 400 samples were conscious about it. The study of consumer priority towards food safety is about 51 percent of 400 samples. Only 21.75 percent were unconscious about it. The sampling group who well understood about the food safety process, they would have reliability in mangoes food processing safety. The critical factors impact the consumer attitude includes income range, educational degree, food label (Q mark), price/weight, freshness, taste, brand and market trend. Consumers pay for mangoes safety higher than normal price about 15.21 baht / kg. The statistical factor shows willingness to pay include food grade AAA higher than A 14.918 baht / kg. , grade AA higher than grad A 12.067 baht / kg., Label (Q mark) higher than no label 0.538 baht / kg., Buying in supermarket rate is higher than buying in fresh market around 1.279 baht / kg., The consumer with upper income 10,000 baht higher than average will spend more 1.88 baht / kg for safety mangoes.