Willingness to pay for Pesticide-Safe Vegetables in Nepal

Demand for pesticide-safe vegetables in affordable price is increasing because of consumers'consciousness for their health. The objective of this study was to assess the consumers' willingness to pay for pesticide-safe vegetables in Nepal. A sample of 720 respondents, surveyed at four major markets in Nepal, analysed by Choice Base Conjoint method.The result showed that price was prioritized in majority of consumers in Pokhara, Chitwan and Butwal;and production method was prioritized in majorityof consumers in Kathmandu.There was significantly negative preference to price in all markets and in all consumer segments. Almost all consumer segments in all markets had significantly positive preference for labelled products.Products produced under conventional systems were disliked by consumers, irrespective of market. Majority of consumers were willing to pay for switching to higher quality food-safety levels from lowquality food safety levels. Therefore, the study concludes that there is a strong potential for establishing spacility market for pesticide-safe vegetables in Nepal.