Objectives of the Study The general objective of this study is to to analyze the willingness to pay for organic food

of consumers in Cavite. Specifically, the objectives of the study are: 1. To describe the respondents socioeconomic profile. 2. To ascertain the extent of knowledge of the consumers about organic food and their level of awareness. 3. To know the consumers willingness to pay for organic food. 4. To identify the factors affecting willingness to pay in urban and rural areas. 5. To determine the relationship between level of awareness and willingness to pay.

Hypothesis of the Study 1. According to Haghjou (2012), females were willing to pay a higher premium for organic produce since females are the most health conscious than males. H: Gender positively affects willingness to pay for organic food. 2. There is a general agreement in the environmental economics literature on the positive relationship between income and demand for improvement in environmental quality (Zerbock, 2003). H: Income positively affects willingness to pay for organic food. 3. Eom (2004) found that better educated consumers seem to be more reluctant to modifying their consumption habits, due to the relevance these people ascribe to the information concerning food risks of little or null probability of occurrence. He adds, as an explanation, that better educated people seem to understand scientific information related with food risks, and, therefore, are more skeptical about the alleged benefits that

the less risky food would generate. Van Ravenswaay (2005) also affirmed that higher education respondents can easily access to trustful information sources about food risks and benefits and, generally speaking, they are less worried about these issues. H: The higher the educational attainment, the higher they are willing to pay. 4. A person who has strong health values is likely to accept the importance of exercise, maintain a healthy diet, refrain from smoking and consume moderate amounts of alcohol (Bephage 2000). As organic food is generally regarded as more nutritious and safer than conventionally produced food, health-conscious individuals are more likely to develop positive attitudes towards the health enhancing attributes of organic food (Michaelidou and Hasson 2008). H: A positive attitude towards organic food positively impacts willingness to pay organic food. 5. For consumers, affordability is intimately associated with monetary and search costs. Nielsen (2005) reported that higher monetary cost was perceived as the main barrier to organic food consumption for one third of respondents in Asia Pacific and over 40 percent of European and North American consumers. H: Price of organic food significantly affects the willingness to pay. 6. Empirical evidence shows that consumers difficulty in locating environmentally directed products is partly due to lack of information (Brown 2003). Several studies have identified that lack of organic food availability in store is considered as one of the barriers to consumer purchase (Beardworth et.al., 2002). H: The higher the level awareness, the higher they are willing to pay.

Significance of the Study In developing countries like the Philippines, agricultural development occupies a general position in the overall economic development. It is a fact that most developing countries will try to improve their status by concentrating on encouraging production to increase aggregate income. The result of this study could be used as a guide of Local Government Units (LGUs) and other government agencies to promote consumption of organic food which may lead to higher production of organic food and will increase the aggregate income of the country. The result of this study could also provide the emerging farmers information on their production of organic food. This could also give the retailers information that will help them decide on their supply of organic foods. This study may also benefit the students who are currently studying about organic foods. Lastly, future researchers could make use of this study for related researches.

REFERENCES

Aryal, K.P. 2008. General perceptions of producer, traders and consumers about organic products in Kathmandu valley, pp.120-124. Bephage, G. 2000. Social and Behavioral Sciences for Nurses, An Integrated Approach, China: Churchill Livingstone Press. Retrieved August 2, 2013 from http://ageconsearch.umn.edu/bitstream/103989/2/20110041_Formatted.pdf Bonti-Ankomah S.and E.K. Yiridoe, 2006. Organic and conventional food: A literature review of the economics of consumers perceptions and preference. Retrieved August 2, 2013, from http://www.nepjol.info/index.php/AEJ/article/viewFile/2126/1957. Hagjhou, M. (2012). Factors Affecting Consumers Potential Willingness to Pay for Organic Food Products in Iran: Case Study of Tabriz. Michaelidou, N. and L. M. Hassan. 2008. The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies. Retrieved August 2, 2013 from http://ageconsearch.umn.edu/bitstream/103989/2/20110041_Formatted.pdf Zerbock, O. (2003). Urban Solid Waste Management: Waste Reduction in Developing Nations. Retrieved August 2, 2013 from http://www.cee.mtu.edu/.