Willingness to Pay a Premium for Safer Fresh Tomato: The Case of Urban Consumers in Tirana, Albania

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dc.contributor.authorOsmani, Myslym
dc.contributor.authorTomorri, Ilir
dc.contributor.authorErgen, Adelida Osmani
dc.date.accessioned2024-12-24T19:10:12Z
dc.date.available2024-12-24T19:10:12Z
dc.date.issued2021
dc.departmentSiirt Üniversitesi
dc.description.abstractThe objective of this study is the consumer’s willingness to pay a premium price (WTP) for greater safety of fresh tomatoes and the factors that determine it, in the city of Tirana, Albania. Primary data are used for over 800 individuals collected through a special face-to-face survey. Econometric methods, such as multivariate regression model and multinomial logistic models have been used. Tomato consumers are willing to pay an average premium of around 16% over the current price. Among the most important factors identified as positively affecting WTP are the level of perceived safety risk of the consumer, the frequency of adverse health events in the past, the level of risk intolerance, consumer concern about food safety, and consumer knowledge about food safety. Household income and its size are two other factors that positively impact WTP, while consumer perceptions of the farmer's ability to produce healthy tomatoes have a negative effect on expected WTP. The religious affiliation of the consumer turns out to be a determinant of WTP. Demographic and cultural characteristics, such as gender, age, and educational background do not seem to affect WTP for safer fresh tomato. Finally, some political implications are discussed. © 2021 Osmani et.al..
dc.identifier.doi10.36941/ajis-2021-0038
dc.identifier.endpage65
dc.identifier.issn2281-3993
dc.identifier.issue2
dc.identifier.scopus2-s2.0-85102711812
dc.identifier.scopusqualityQ2
dc.identifier.startpage54
dc.identifier.urihttps://doi.org10.36941/ajis-2021-0038
dc.identifier.urihttps://hdl.handle.net/20.500.12604/4000
dc.identifier.volume10
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherRichtmann Publishing Ltd
dc.relation.ispartofAcademic Journal of Interdisciplinary Studies
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_20241222
dc.subjectConsumer
dc.subjectMultinomial model
dc.subjectRisk
dc.subjectSafety
dc.subjectWillingness to Pay
dc.titleWillingness to Pay a Premium for Safer Fresh Tomato: The Case of Urban Consumers in Tirana, Albania
dc.typeArticle

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