Determining the factors affecting the consumers' willingness to pay higher prices for genetically unmodified products: Tomato case study in Turkey

Abstract

Purpose

The purpose of this paper is to determine the factors affecting the consumers' willingness to pay higher prices for genetically unmodified products.

Design/methodology/approach

Tomato was selected as a model crop. Data used in this study were gathered from questionnaires conducted in Tokat province of Turkey in April 2006. Questionnaires were accomplished via face‐to‐face interviews over 262 households. “Ordered logit model” was used in determining the factors that affect the willingness of consumers for higher prices for genetically unmodified products. Ordered models are those that limit dependent variables to certain intervals. According to the results, variables of household size, monthly household income, household's monthly food consumption expenditure and level of consumers' sensitivity over the issue affected the willingness to pay higher prices for genetically unmodified products.

Findings

Results of the study indicated that household size and monthly household income had negative effects on the willingness to pay extra, while monthly food expenditure and concern had positive effects.

Originality/value

The results of the study will be beneficial for the policy makers, producers, consumers and those conducting research in this area alike. Carrying out studies aimed at determining consumer preference, such as this, will help form consumer consciousness, especially in Turkey, to protect consumer health.

Citation

Gokalp Goktolga, Z. and Esengun, K. (2009), "Determining the factors affecting the consumers' willingness to pay higher prices for genetically unmodified products: Tomato case study in Turkey", British Food Journal, Vol. 111 No. 11, pp. 1188-1199. https://doi.org/10.1108/00070700911001022