Consumers’ willingness to purchase food safety labels for Thai pangasius fish in metropolitan Bangkok | |
| Author | Varunaporn Samerjai |
| Call Number | AIT Thesis no.AB-23-05 |
| Subject(s) | Fishes--Thailand--Finance Willingness to pay |
| Note | A Thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management in Agribusiness Management |
| Publisher | Asian Institute of Technology |
| Abstract | Currently, Thai fishery products have gained the trust of international trading partners due to the implementation of a comprehensive production standard system. This system covers all aspects of production, including culture, processing in the factory, and the production process, ensuring high-quality products for consumers. The certification of aquaculture standards has been given significant importance by the Department of Fisheries. Since 2013, the Thai government has been certified for its adherence to international quality system standards. To address market and policy concerns related to food safety labeling, it is necessary for researchers to gather more information on consumer preferences. This would aid in understanding the relative value of a food safety label compared to existing brands and labels, as well as other crucial food attributes. Moreover, it is crucial for stakeholders such as producers and firms to consider studies on consumers' preferences and willingness-to-purchase (WTP) for various product attributes when making decisions regarding production or marketing activities. The outcomes of the general survey indicate that the majority of respondents were females aged 35 years or older. However, a significant number of them were private company employees, earning a monthly income between 15,001 to 30,000 Baht, and residing in Pathumthani. The analysis of consumers' purchasing behaviors disclosed that Thai pangasius fish is mostly bought by consumers on a weekly basis from fresh markets, albeit with some uncertainty. Consumers exhibit elevated levels of apprehension with respect to the presence of residues and pathogens in Thai pangasius fish. Despite such concerns, they persist in their independent selection of Thai pangasius fish without due consideration of standard certificates, since it is comparatively effortless to locate establishments where such fish is available for purchase. However, consumers are also inclined towards procuring standardized Thai pangasius fish in the future, and a substantial portion of them are willing to pay a premium of 1-25 percent for such standardized fish. |
| Year | 2023 |
| Type | Thesis |
| School | School of Environment, Resources, and Development |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agribusiness Management (AB) |
| Chairperson(s) | Zulfiqar, Farhad |
| Examination Committee(s) | Tsusaka, Takuji W.;Himanshu, Sushil Kumar |
| Scholarship Donor(s) | Her Majesty the Queen’s Scholarships, Thailand |
| Degree | Thesis (M. Am.) - Asian Institute of Technology, 2023 |