Assessment of the willingness to pay for organic products in Goiânia, GO

Abstract

Organic foods are considered healthier and generate less environmental impacts when compared to foods obtained through conventional production procedures. Therefore, the objective of this study was to estimate the willingness of consumers to pay more for organic products than for products produced through conventional techniques. The Contingent Valuation Method was used. The data were obtained applying 410 surveys which were answered by people that shop for fruit and vegetable in conventional farmer markets. A total of 76.58% of the people interviewed were willing to pay 20 to 50% more for an organic product. This represents the possibility of inserting these products in the Market for the part of the population which is aware of the environmental and health benefits derived from the production and consumption of organics. However, 76% of the people reported that they have difficulty in finding organic products.