ANALYSIS OF CONSUMER’S WILLINGNESS TO PAY FOR VARIOUS TYPES OF ORGANIC VEGETABLES IN SAMARINDA
The study was conducted using quantitative approach, which analyzed latent variables that relate to the consumer’s purchasing power on organic vegetables using a scale in which the values can be measured. Results of the study on consumer classification showed that 73% of data accuracy in determining consumers “paying” and “not paying”. There were 41 consumers who were not willing to pay the organic vegetables, which comprised of 15% consumers, gave reasons that they are satisfied with condition of the vegetables consumed at this time, and 26% consumers presumed that they do not afford to pay. Results of CVM analysis showed that maximum average of Willingness to pay (WTP) for each commodity was IDR 18 738 per kilogram for cabbage (Brassica oleracea), IDR 30 048 per kilogram for lettuce (Lactuca sativa L.), IDR 40 250 per kilogram for broccoli (Brassica oleracea var. italica), IDR 24 368 per kilogram for pak-choi/bok choy (Brassica rapa L.), and IDR 19 820 per kilogram for carrot (Daucus carota). Factors that Influence Consumers to Pay Organic Vegetables in Samarinda, partially there were 3 variables that have a significant effect on decision to pay organic vegetables such as Age (X1), Occupation (X3), and Price (X6). These can be seen from significance that significantly affect with sig < 5%.
Willingness to Pay; Organic Vegetable; Samarinda