Paper Title
Assessing Consumer Willingness to Pay for Regenerative Agriculture Products: A Case Study of Kodagu District
Article Identifiers
Authors
Ajay Kumar V.S , Dr. Ajay Noronha
Keywords
Regenerative Agriculture, Willingness to Pay (WTP), Income Sensitivity, product-specific Value, Trust and Holistic Strategies
Abstract
The pursuit of sustainable farming methods is contingent upon comprehending customer inclinations. This case study uses a thorough questionnaire survey as the only method of investigation into Kodagu residents' willingness to pay (WTP) for items derived from regenerative agriculture. The study used a carefully crafted survey instrument to investigate consumer motivations and attitudes by administering it to a representative sample of one hundred randomly chosen Kodagu consumers. The comprehensive quantitative data that was gathered was then analyzed using statistical techniques including correlation analysis, linear regression and one-way analysis of variance (ANOVA). While acknowledging the environmental benefits of regenerative practices, the study revealed a complex relationship with WTP. Environmental concerns alone did not consistently translate into a higher price preference. Analyzing the data through ANOVA exposed household income as a significant factor influencing WTP, suggesting targeted marketing strategies for different income segments might hold greater promise. Despite statistically explaining only a small portion of the variance in WTP, the linear regression model provided valuable insights into the likely influence of unmeasured factors beyond environmental concerns. Building trust in producers and certification systems emerged as potential avenues for further investigation, highlighting the need for holistic strategies that address not just environmental benefits but also trust and value perception. This survey-based case study sheds light on the multifaceted nature of consumer WTP for regenerative agriculture in Kodagu.
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How To Cite (APA)
Ajay Kumar V.S & Dr. Ajay Noronha (January-2024). Assessing Consumer Willingness to Pay for Regenerative Agriculture Products: A Case Study of Kodagu District. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(1), a704-a716. https://ijnrd.org/papers/IJNRD2401081.pdf
Issue
Volume 9 Issue 1, January-2024
Pages : a704-a716
Other Publication Details
Paper Reg. ID: IJNRD_212101
Published Paper Id: IJNRD2401081
Downloads: 000121979
Research Area: Management
Country: Mangaluru, Karnataka, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2401081.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2401081
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