Assessing Consumer Willingness to Pay for Regenerative Agriculture Products: A Case Study of Kodagu District

Assessing Consumer Willingness to Pay for Regenerative Agriculture Products: A Case Study of Kodagu District

Registration ID: IJNRD_212101

Published ID: IJNRD2401081

DOI: Click Here to Get

Ajay Kumar V.S , Dr. Ajay Noronha

Regenerative Agriculture, Willingness to Pay (WTP), Income Sensitivity, product-specific Value, Trust and Holistic Strategies

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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"Assessing Consumer Willingness to Pay for Regenerative Agriculture Products: A Case Study of Kodagu District", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.9, Issue 1, page no.a704-a716, January-2024, Available :https://ijnrd.org/papers/IJNRD2401081.pdf

Volume 9 Issue 1, January-2024

Pages : a704-a716

Paper Reg. ID: IJNRD_212101

Published Paper Id: IJNRD2401081

Downloads: 000121202

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

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to explore advances in research pertaining to applied, theoretical and experimental Technological studies. The goal is to promote scientific information interchange between researchers, developers, engineers, students, and practitioners working in and around the world. IJNRD will provide an opportunity for practitioners and educators of engineering field to exchange research evidence, models of best practice and innovative ideas.

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