Based on the estimated results in Table 3, we computed willingness to pay (WTP)
measures for each attribute for each sample group. The results are listed in Table 4 for
Manila and in Table 5 for Naga. WTP for reducing 80 percent of the health risk is 13.6
peso and it has the highest value compared to the other factors. We found that people in
Manila place a high priority on certification by an NGO or Department of Agriculture.
Degrading rice quality from Good to Bad due to the shift to organic or reduced pesticide
rice has a significant impact while improving the quality of rice has a lower value for
consumers in Manila. The farm environment and fair trade factors received relatively low priority. If we evaluate WTP for certain types of rice, such as 80 percent reduced risk,
good farm environment, good eating quality, certification by NGO and no fair trade, the
price of the rice is 28.92 peso. Since the average price of conventional rice bought by the
Manila sample is 24.29, WTP estimated is in a reasonable range. We evaluated results for
each income group and these are shown in Table 4. The outcomes with insignificant
estimates in Table 3 are not listed in the table. The tendency of consumer preference is
basically similar to the result as a whole. The high income group obviously has higher
WTP for each factor.