การประเมินความพึงพอใจของผู้บริโภคต่อการผลิตแครอทเชิงพหุภารกิจในจังหวัดเชียงใหม่โดยใช้วิธีการทดลองทางเลือก

Abstract

This study aimed to determine the preference of carrot consumers toward multifunctional agriculture by assessing the willingness to pay (WTP) for production system attribute and trading attribute of multifunctional carrot production using Choice Experiment Method. Primary data for this study were gathered from structured interviews with 400 respondents in urban and rural of Chiang Mai province. The results for the consumers’ willingness to pay for modifying conventional carrot production toward a multifunctional agricultural production system showed that the consumers are willingness to pay for organic production in combination with agro-biodiversity conservation. The willingness to pay for this attribute is equal to the value of 39.92 baht per kilogram. The second ranked attribute is Good Agricultural Practice (GAP) system the value of WTP at 28.2 baht per kilogram. Organic production system comes in the third place with value of WTP at 27.08 baht per kilogram. The least favored attribute is GAP with agro-biodiversity conservation with the value of WTP at 10.38 baht per kilogram. Multifunctional agriculture in the sense of trade was not significantly recognized by consumers. Socio-economic factors including age, sex, education, monthly household income per month, number of elderly living in the household, knowledge on fair-trade and attitude toward organic production system had positively determine the willingness to pay for multifunctional agriculture production system except age. The results showed that most consumers willing to promote the concept of agricultural multifunctionality and develop diverse and resilient rural communities in support of sustainable agricultural development.