Garlic Consumption Satisfaction with the Region of Origin andWillingness to Pay: Case of TRA1 Region


Creative Commons License

Topcu Y.

International Congress on Agriculture and Forestry Research, Muğla, Türkiye, 8 - 10 Nisan 2019, ss.572-583

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Muğla
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.572-583
  • Atatürk Üniversitesi Adresli: Evet

Özet

Consumption of food products with Protected Designation of Origin, Protected Geographical Indications and Traditional Specialty Guaranteed has provided a great importance due to contributing to both human healthy and the farms performing at the production and supply chain in recent years. Willingness to pay for the foods with these attributes considered as the most important quality and credence element looking for food products consumption has increased considerably in the world. In light of these developments, the main aim of the study is to determine the consumers’ garlic consumption satisfaction and willingness to pay based on the factors and their levels impacting on the consumption preferences of Taşköprü, Balıkesir, Babaeski garlics with the region of origin, and China one. For these aims, the primary data obtained from 600 households in TRA1 region (Erzurum, Erzincan and Bayburt) in 2018 were the main material of this study. Conjoint analysis was used to determine the product profiles related to the relative importance of the factors and the part utilities of their levels maximizing the consumers’ total utilities on their consumption preferences towards the garlics with the region of origin, and their willingness to pay for them. The results of the study highlighted that while the region of origin (34% and 27%), taste and odor (25% and 23%) factors attributed a great importance for heavy and medium users, the region of origin (23%) and price (20%) had a big effect for light users. On the other hand, the heavy and medium users’ willingness to pay (WTP) for Taşköprü garlic from 15 and 30 TL/kg (low and high price) were 34% and 15%, and 42% and 7%, respectively, but light users’ WTP for Balıkesir one were analyzed as 10% and 38%. Positioning of Taşköprü garlic with low-price for the heavy and medium users, but that of Balıkesir one with high-price for the light users at retailer levels could increase consumption satisfaction by maximizing total utility of target consumer masses.