Share:


Consumer willingness to pay for Chaiya organic salted egg in smart label packaging: the case study in Surat Thani province

    Kanokphorn Thongkham Affiliation
    ; Praewwanit Meepianc Affiliation
    ; Parichat Sukkha Affiliation
    ; Papichaya Bunmark Affiliation
    ; Phatcharaphon Naranram Affiliation
    ; Rapee Phongpharnich Affiliation

Abstract

Purpose – This research studies the factors influencing willingness to pay and to evaluate the value of willingness to pay for Chaiya organic salted egg in smart label packaging among consumers in Surat Thani province.


Research methodology – The Conjoint Analysis method was used to analyse attribute factors based on literature reviews and related research. Data were collected through interviews and questionnaires from a consumer group aged 15 years and up, totalling 250 individuals.


Findings – The results revealed that the attribute of the product with the greatest impact on consumer satisfaction is the certification seal for organic authenticity. This attribute would lead to an increasing price of approximately 1.35 USD per box. If Chaiya organic salted egg have modern packaging with a color bar indicating the salt level and an organic certification seal, the price level of Chaiya organic salted egg was two times higher than general Chaiya organic salted egg. Consumers were willing to pay the highest price at 7.46 USD per box.


Research limitations – Having an excessive number of attribute sets may lead to confusion for interviewees when assigning scores to each set of attributes.


Practical implications – Conjoint Analysis is a tool suitable for measuring customer satisfaction towards various product attributes and developing new products to introduce into the market.


Originality/Value – the attribute of the product with the greatest impact on consumer satisfaction is the certification seal for organic authenticity.

Keyword : salted egg, smart label packaging, willingness to pay, Surat Thani province

How to Cite
Thongkham, K., Meepianc, P., Sukkha, P., Bunmark, P., Naranram, P., & Phongpharnich, R. (2024). Consumer willingness to pay for Chaiya organic salted egg in smart label packaging: the case study in Surat Thani province. Business, Management and Economics Engineering, 22(1), 1–16. https://doi.org/10.3846/bmee.2024.19787
Published in Issue
Feb 26, 2024
Abstract Views
282
PDF Downloads
279
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

References

Alsubhi, M., Blake, M., Nguyen, T., Majmudar, I., Moodie, M., & Ananthapavan, J. (2022). Consumer willingness to pay for healthier food products: A systematic review. Obesity Reviews, 24(1), Article e13525. https://doi.org/10.1111/obr.13525

Brago, P., Danso-Abbeam, G., Ogundeji, A. A., Abankwa, J., Ehiakpor, D. S., Awuni, J. A., & Dagunga, G. (2022). Consumers’ willingness to pay for quail products in Tamale metropolis, Ghana. Journal of Agriculture and Food Research, 10, Article 100445. https://doi.org/10.1016/j.jafr.2022.100445

Brückner, K., Emberger-Klein, A., & Menrad, K. (2023). The role of emotions in food-related decision-making: A choice-based conjoint analysis of yogurt preferences. Journal of Food Products Marketing, 29(6), 177–196. https://doi.org/10.1080/10454446.2023.2227575

Chiou, Y., Wu, P., Liou, J., Huang, T., & Chen, C. (2023). what is the willingness to pay for a basket of agricultural goods? Multi-features of organic, animal welfare-based and natural products with no additives. Agriculture, 13(9), Article 1743. https://doi.org/10.3390/agriculture13091743

Dong, X., & Jiang, B. (2022). The market effectiveness of regulatory certification for sustainable food supply: A conjoint analysis approach. Sustainable Production and Consumption, 34, 300–309. https://doi.org/10.1016/j.spc.2022.09.020

Du, H., Sun, X., Chong, X., Yang, M., Zhu, Z., & Wen, Y. (2023). A review on smart active packaging systems for food preservation: Applications and future trends. Trends in Food Science & Technology, 141, Article 104200 https://doi.org/10.1016/j.tifs.2023.104200

Guevarra, A. L. C., Prasetyo, Y. T., Ong, A. K. S., & Mariñas, K. A. (2023). Employees’ preference analysis on lean six sigma program coaching attributes using a conjoint analysis approach. Heliyon, 9(7), Article e17846. https://doi.org/10.1016/j.heliyon.2023.e17846

Herrmann, C., Rhein, S., & Sträter, K. F. (2022). Consumers’ sustainability-related perception of and willingness-to-pay for food packaging alternatives. Resources, Conservation & Recycling, 181, Article 106219. https://doi.org/10.1016/j.resconrec.2022.106219

Idrus, S., Nizam, N. Z., Liew, Y. S., Kamarudin, N., & Bakri, M. H. (2023). Consumers’ preferences for egg attributes with tendency purchase organic eggs and willingness to pay for the preferences within Central Region and Southern Region of Malaysia. International Journal of Professional Business Review, 8(7), Article e02070. https://doi.org/10.26668/businessreview/2023.v8i7.2070

Jürkenbeck, K. (2023). The effect of information among established and new sustainability labelling on consumers’ preference and willingness to pay. Cleaner and Responsible Consumption, 10, Article 100131. https://doi.org/10.1016/j.clrc.2023.100131

Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, (30), 607–610. https://doi.org/10.1177/001316447003000308

Li, Y., Yao, Z., & Guo, Z. (2023). Willingness to pay and preferences for rural tourism attributes among urban residents: A discrete choice experiment in China. Economic Analysis and Policy, 77, 460–471. https://doi.org/10.1016/j.eap.2022.11.020

Liu, C., Liu, X., Yao, L., & Liu, J. (2023). Consumer preferences and willingness to pay for eco-labelled eggs: a discrete choice experiment from Chongqing in China. British Food Journal, 125(5), 1683–1697. https://doi.org/10.1108/BFJ-12-2021-1305

Ministry of Agriculture. (2022). Annual report 2022. Department of Livestock Development, Ministry of Agriculture. https://dld.go.th/th/index.php/th/

Ministry of Commerce. (2022). Annual report 2022. Department of Internal Trade, Ministry of Commerce. https://agri.dit.go.th/index.php/about_us

Ministry of Interior. (2021) Population statistics report 2022. Department of Provincial Administration. https://stat.bora.dopa.go.th/stat/statnew/statMenu/newStat/stat/

Mongi, R. J., & Gomezulu, A. D. (2022). Descriptive sensory analysis, consumer acceptability, and conjoint analysis of beef sausages prepared from a pigeon pea protein binder. Heliyon, 8(9), Article e10703. https://doi.org/10.1016/j.heliyon.2022.e10703

Nantasen, K., & Nantasen, W. (2020). Willingness to pay for organic cavendish banana in intelligent packaging: A study of Thai consumers in Chiang Mai Province. Journal of Humanities and Social Sciences, Thammasat University, 15, 70–79.

Roe, B., Boyle, K. J., & Teisl, M. F. (1996). Using conjoint analysis to derive estimates of compensating variation. Journal of Environmental Economics and Management, 31(2),145–159. https://doi.org/10.1006/jeem.1996.0037

Schott, L., Britwum, K., & Bernard, J. C.(2022). Can region labeling alter taste impressions and willingness to pay? A field experiment with chocolate bars. Food Quality and Preference, 100, Article 104606. https://doi.org/10.1016/j.foodqual.2022.104606

Speight, K. C., Schiano, A. N., Harwood, W. S., & Drake, M. A. (2019). Consumer insights on prepackaged Cheddar cheese shreds using focus groups, conjoint analysis, and qualitative multivariate analysis. Journal of Dairy Science, 102(8), 6971–6986. https://doi.org/10.3168/jds.2018-16209

Surat Thani Provincial Agriculture Office. (2022). Annual report 2022. Surat Thani Provincial Agriculture Office, Department of Agriculture Promotion, Ministry of Agriculture and Cooperatives. https://suratthani.doae.go.th/province/

Tiep, N. C., Wang, M., Mohsin, M., Kamran, H. W., & Yazdi, F. A. (2021). An assessment of power sector reforms and utility performance to strengthen consumer self-confidence towards private investment. Economic Analysis and Policy, 69, 676–689. https://doi.org/10.1016/j.eap.2021.01.005

Van der Pol, M., & Ryan, M. (1996). Using conjoint analysis to establish consumer preferences for fruit and vegetables. British Food Journal, 98, 5–12. https://doi.org/10.1108/00070709610150879

Wang, L., Xu, Y., Lee, H., & Li, A. (2022). Preferred product attributes for sustainable outdoor apparel: A conjoint analysis approach. Sustainable Production and Consumption, 29, 657–671. https://doi.org/10.1016/j.spc.2021.11.011