Willingness to Pay for Ready-to-Eat Quinoa Products Among Consumers in Thailand

The aim of this study was to assess consumers’ willingness to pay (WTP) for ready-to-eat quinoa products. Data were collected from a sample of consumers in Thailand through a questionnaire. The WTP value for these products was determined using the contingent valuation method (CVM). The estimation of WTP involved the application of a Tobit model and the maximum likelihood method. Furthermore, the study analyzed the factors influencing WTP values by employing the Tobit model. The study’s findings revealed that consumers expressed a willingness to pay, on average, 26.55 baht per box for products. Several factors were identified as contributors to an increase in consumers’ WTP values. These factors encompassed the respondent's age, level of education, per capita income, perceptions regarding quinoa, past experiences with quinoa consumption, and attitudes toward ready-to-eat quinoa products.