CONSUMER WILLINGNESS TO PAY FOR MULTIPLE ATTRIBUTES OF ORGANIC RICE: A CASE STUDY IN THE PHILIPPINES

Organic rice production in the Philippines has been growing rapidly since 1986. We conducted a conjoint analysis to determine consumers' preferences of multiple attributes of organic rice in Manila and Naga city. Attributes included were price, reduced health risk level, environmental quality, eating quality, type of organic certification and a fair trade factor. In both cities, health risk was the primary concern. Consumers in Manila revealed organic certification to be the second most important factor while improvement of the farm environment was the second highest factor in Naga city. We found that consumers who live further from the production site have a higher demand for certification. On the other hand, consumers who live close to farms care more about the farm environment and have a lower demand for certification