Determining Consumers Willingness to Pay in Purchasing Safe Vegetables in Tehran

This paper aims to study factors which cause consumers purchasing quality vegetables. Since consumers'' conception of product quality is an important element in each marketing strategy. The purpose of this study is to determine the effective factors and the way they affect the consumers'' purchase decision and willingness to pay above market price. By using contingent valuation method، individual''s preferences and tastes in monetary domain were extracted according to the change in the product quality. For this purpose،، the data were collected by interviewing with 446 consumers inside and outside market. Consumers preferencs were measured by two-step Heckman model in February 2012. The results showed that in relative to the market prices، the average amount of willingness to pay was 2220 Rls. per kilograms