Factors affecting the willingness to pay for organic honey using Heckman's two-stage Tobit model (Case study: Zahedan city)

Article Type:
Case Study (دارای رتبه معتبر)

Organic honey is a product in which no unnatural pesticides, bioengineered genes or other synthetic products have been used in its preparation and storage, In this research, using the descriptive-analytical method, the influencing factors on the willingness to pay for organic honey in Zahedan city have been investigated using Heckman's two-stage Tobit model. According to the size of the population, a sample size of 384 people has been selected using Cochran's formula. The results show that that with an increase of one unit in the variables of education level, household income, organic badge and certificate, the level of access to organic honey, increased awareness and study of the product and satisfaction with the way organic honey is distributed, willingness to pay for organic honey the order will increase by 0.09, 0.33, 0.08, 0.16, 0.1 and 0.06 units, while the price of organic honey has a negative and significant effect on the willingness to pay for organic honey according to theoretical expectations. So that with one unit increase in product price, the willingness to pay will decrease by -0.17 units. In this regard, it is suggested that the honey producers take the first step to obtain the organic honey mark and certificate, and in the second step, it is necessary to improve its accessibility and distribution method by using the correct distribution methods, and finally by using social media and virtual space should promote people's awareness about the use of organic honey.

Honeybee Science Journal, Volume:14 Issue: 27, 2024
23 to 35
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