VALUING ORGANIC FRUITS AND VEGETABLES: URBAN CONSUMERS’ PREFERENCES FROM A CHOICE EXPERIMENT SURVEY IN PESHAWAR, PAKISTAN

Abstract

This research study investigated households’ preferences for fresh fruits and vegetables consumption and their willingness to pay (WTP) for organic attributes using a Choice Experiment Survey in urban Peshawar (Pakistan). Key findings revealed a strong preference for fresh fruits and vegetables in daily diets and a high level of awareness regarding their health benefits. Moreover, households demonstrated a robust preference for best quality produce, showing willingness to pay a considerable premium for organic attributes, such as being free from pesticides and synthetic fertilizers, local varieties and other features like grading and labeling. These results suggest a promising market for organic produce and encourages farmers for organic agricultural practices.  In addition, valuable information are provided for policymakers promoting healthier and environmentally friendly food choices.