February 22, 2024 | Future Foods |
An investigation carried out by King Mongkut's Institute of Technology Ladkrabang, Bangladesh Agricultural University, and the University of Arkansas focused on consumer preferences and their willingness to pay (WTP) for a food traceability system in the vegetable supply chain of Bangladesh. The study surveyed 220 urban consumers in Dhaka and Mymensingh to evaluate the potential demand for traceable vegetables and identify factors influencing their WTP for such products.
Results indicated that over 90% of respondents prioritized traceability attributes, particularly information about pesticide use, fertilizer application, and harvest dates. Additionally, more than 85% of consumers expressed interest in knowing whether vegetables were genetically modified (GM). The mean WTP was found to be 5.84 Tk (US$0.068) for brinjal and 5.90 Tk (US$0.069) for tomatoes, representing a roughly 19.5% and 19.7% premium over the conventional vegetable prices.
The study also revealed that income and perceptions of quality had significant positive effects on consumers' willingness to pay for traceable brinjal and tomatoes. These findings suggest that a traceability system could be feasible and beneficial in Bangladesh, as urban consumers are willing to pay a premium for improved food safety and transparency in the vegetable supply chain.